Lillian Vernon Corp. has selected Catalog Vision, an infoUSA company, to help build a state-of-the-art marketing database for the 56-year-old cataloger.
Catalog Vision, based in Marshfield, WI, is a provider of data processing services to the catalog direct marketing industry. Its clients are multichannel direct marketers that use its suite of merge/purge, address hygiene, database management and data products to reduce promotion expenses and improve response performance. Catalog Vision examines almost every conceivable public source to compile its 14 million business and 210 million consumer records.
The project was completed in six months, according to John Buleza, vice president of marketing at Lillian Vernon, Virginia Beach, VA.
Lillian Vernon is a leading American catalog merchant and online retailer that sells household, organizational, children’s and fashion accessory products. Lillian Vernon offers 14 different kinds of personalization and reportedly personalizes 5.3 million products a year. It has been owned by SunCapital Partners Inc. since last year.
Mr. Buleza said he believes pristine data and a single, all-inclusive view of each customer will be instrumental to Lillian Vernon’s future marketing efforts.
This holistic view is supported by Catalog Vision’s MarketZone Platinum tool, which transforms data into actionable business intelligence. It allows the Lillian Vernon marketing team to quickly analyze large volumes of customer-level detail directly from the desktop. E-mail marketing programs offered by Catalog Vision’s sister company, Yesmail, will fuse online and offline customer data and strategies.
