Pearle Vision Picks MBS, Stern Advertising

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MBS, a database and interactive marketing solutions provider, and ad agency Stern Advertising will provide direct marketing and CRM services to Pearle Vision, the companies said yesterday.


These services include strategic guidance, direct marketing advertising, database services and analytics.


Pearle Vision, founded in 1961, is a division of Cole National and has 800 stores nationwide.


MBS, Central Islip, NY, will implement Klondike, its customized marketing database solution. This will let Pearle Vision gain a better understanding of its customers and their purchase patterns. Klondike, which includes modules for ad-hoc queries, campaign management and promotion results reporting, will facilitate planning and execution of CRM programs aimed at bolstering consumers' ties to Pearle Vision.


MBS' Analytical Solutions team will provide comprehensive modeling and analyses to produce up-to-date business intelligence to help Pearle Vision enhance the customer experience and engender loyalty with its communications.


Stern Advertising, Pepper Pike, OH, has been Pearle Vision's ad agency of record since 2000.


Along with providing DM strategic guidance, Stern will develop creative for targeted direct mail, e-mail and Internet customer communications. It also will manage the marketing operations and execution of all direct marketing programs and assist with database services, customer segmentation and targeting, campaign analytics and program evaluation.


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