K&G Fashion to launch first mobile effort with Responsys tool

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K&G Fashion Superstore, a Men's Wearhouse brand, is planning a foray into mobile marketing using a Responsys toolset. The brand is trying to reach consumers who typically don't respond to other direct and digital methods, said Claudia Lugmair, manager of e-communications at Men's Wearhouse. The effort is expected to begin next year.

“We are trying to reach customers that don't necessarily have an affinity with e-mail or direct mail marketing and see if they will respond to mobile marketing,” she said.

Marketing services firm Responsys has introduced a toolset on October 29 called Interact Suite, which integrates multiple digital channels into one platform. The platform allows marketers to integrate e-mail, mobile, print-on-demand, social and online marketing into one application. The platform can also source data from across platforms.

Southwest Airlines also plans to use the Responsys suite for data reengagement. See's Candies has tested the Responsys product in beta for the last four months. The company is using the platform for its welcome messaging program, a series of three e-mails that introduces the brand and the e-mail program to customers that have opted in.

Earlier this week, Responsys announced it will acquire digital marketing consultancy Smith-Harmon.

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