Pleasant Co., a division of Mattel Inc., El Segundo, CA, selected Xchange Inc. to provide customer relationship management software that will be used to increase the lifetime value of its American Girl doll customers.
Pleasant Co. sells dolls via several channels, including catalog, direct mail and the Internet. Using Xchange's CRM software, Pleasant Co. will build a database containing information on its American Girl doll customers.
Xchange, Boston, is also providing analytical tools to help Pleasant Co. manage its direct marketing campaigns. The database and tools will be used to market doll accessories to those who purchase American Girl dolls and to cross-sell other Pleasant Co. doll brands, including Bitty Baby, Angelina Ballerina and AG Mini's.
Pleasant Co. may upgrade the Xchange software to connect its call center agents to the database later this year in an effort to further enhance upselling and cross-selling opportunities.