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DoubleClick Enhances Abacus Alliance With Retail Data

DoubleClick Inc. launched a retail group, released a new product and enhanced its Abacus Alliance business-to-consumer cooperative database to better serve its retail and multichannel participants, the company said yesterday.

Within the Abacus division of DoubleClick, the new retail group will focus on the needs of bricks-and-mortar retailers, the firm said. One function of the group is to introduce retail clients to RetailResponse, a new product developed specifically for retail members of the Abacus B2C Alliance. The tool lets retailers better target potential buyers within geographic areas.

The Abacus B2C Alliance also has been enhanced so retailers can target multichannel shoppers better. Retailers can use cross-channel purchase data to drive traffic from their Web sites and direct mailings to their stores, and vice versa.

The Abacus Alliance contains more than 100 traditional retailers. Though it is a blind database, Pottery Barn director of direct marketing Cindy Van Horne commented on the new Abacus offerings.

“We look to Abacus not only to help us find new retail customers, but also to maximize retail sales from older portions of our customer database that our modeling couldn't identify as a household to mail,” she said in a statement.

Kristen Bremner covers list news, insert media, privacy and fundraising for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters

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