Hastings Entertainment Inc. has selected Customer Communications Group, Denver, a full-service marketing agency, to integrate Hastings' marketing initiatives across core operations and to strengthen multichannel shopper loyalty, CCG said yesterday.
Hastings Entertainment, Amarillo, TX, a multimedia entertainment retailer, operates 142 superstores and an e-commerce site, www.gohastings.com.
CCG is creating a customized application to consolidate Hastings' customer transaction information and develop marketing campaigns that reflect individual customers' buying preferences, regardless of where and how they shop. This enterprisewide project will provide a complete marketing automation solution, from initial querying to campaign management and response analysis.
Jupiter Communications analyst Michele Rosenshein said multichannel shoppers spend up to 30 percent more money than single-channel shoppers, yet most retailers are not identifying these customers and marketing to them properly.
CCG will start by tracking individual customer transactions across multiple channels, analyzing customer information and creating customer profiles.