Boscov’s picks Harte-Hanks Allink Enhanced

Boscov’s Department Store LLC, the country’s largest family-owned department store chain, has chosen the new Harte-Hanks Allink Enhanced as its retail database marketing solution to support the company’s rapid growth and expansion.

Boscov’s recently completed acquisitions resulted in 25 percent growth. The company has 50 stores across the mid-Atlantic and an e-commerce site at It projected 2007 sales of $1.3 billion. According to Boscov’s, this growth, along with its initiatives to improve its multichannel marketing strategy, drove the need for a hosted customer database solution.

“With continued growth in a competitive landscape, we needed a more scaleable and sophisticated customer database solution that would allow us to connect seamlessly with customers via multichannel, multi-wave campaigns,” said Dean Sheaffer, controller and senior vice president at Boscov’s, Reading, PA.

Boscov’s will use San Antonio, TX-based Harte-Hanks Inc.’s Allink Enhanced to deliver more current and accurate customer information and to streamline sharing of information across the enterprise and with external partners.

Allink Enhanced, a tool that integrates marketing strategy, analytics and technology from Unica, Cognos and Harte-Hanks, is designed to give retailers greater insight into customer behavior.

Throughout the engagement with Harte-Hanks, Boscov’s will receive strategic support, service and access to technology to allow the retailer to execute more strategic, customer-focused marketing programs.

Additionally, because Allink Enhanced is a configurable, packaged solution, Harte-Hanks claims that Boscov’s will be up and running in less time than it typically takes to implement an entirely custom database marketing solution, allowing the retailer to deploy it quickly for revenue-generating activities.

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