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Boston Apparel Group to consolidate marketing data with help from Neolane

Cataloger Boston Apparel Group has selected Neolane’s Cross-Channel Marketing Optimization solution to support high-volume, personalized Marketing campaigns for its Chadwicks and metrostyle brands as the multichannel merchant seeks to integrate marketing data.

Neolane‘s flexible, Software-as-a-Service deployment model will make it possible for Boston Apparel Group to quickly take advantage of its marketing automation capabilities and move away from a siloed marketing approach where individual marketing campaigns were defined and deployed across multiple systems.  Neolane also will help Boston Apparel Group create a single marketing datamart where Chadwicks and metrostyle data is combined into one cohesive system of record containing both transactional and behavioral information.

Boston Apparel Group currently generates more than $300 million in sales. Its marketing goals include strengthening relationships with existing customers, communicating more effectively with prospective shoppers and increasing sales across its online and catalog channels. 

One of Boston Apparel Group’s chief tactics will be to drive personalized event-triggered and transactional e-mails for cross-sell and up-sell opportunities through the Cross-Channel Marketing Optimization solution.

“As we moved to consolidate the Chadwicks and metrostyle brands under one corporate umbrella, we needed a way to cost-effectively execute consistent, targeted campaigns across our online and off-line customer base, or we would risk negatively impacting the brands’ reputations and customer loyalty,” said David Blakelock, VP, technology at Boston Apparel Group, in a statement. 

“We evaluated a number of enterprise marketing software vendors and determined that Neolane best matched our needs with its flexible deployment model, robust platform and anticipated low total cost of ownership,” he continued.  “With Neolane, we can automate our most critical marketing processes through one platform and create that invaluable single customer record to achieve a closed-loop, personalized customer experience.” 

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