Sports Authority Joins Z-24 Database

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Experian said yesterday that The Sports Authority Inc. has joined its Z-24 cooperative database.


While the Sports Authority launched its catalog, The Sports Authority Direct, in November, it has a large universe of retail names. Joining the Z-24 database will let the company better target and optimize those names.


"For our catalog to be successful, it is important that we reach individuals who have recently purchased in our stores and who also show catalog shopping preferences," Martin Davison, marketing director for The Sports Authority, Direct Division, said in a statement.


The Z-24 cooperative database consists of more than 700 catalog titles and includes millions of households and purchase transactions with recency, frequency and monetary data.


The Fort Lauderdale-based sporting goods retailer also uses Experian's list processing services.


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