Soft Surroundings has selected Coremetrics, a provider of on-demand Web analytics and precision marketing solutions, as its online analytics platform.
St. Louis, MO-based Soft Surroundings (www.softsurroundings.com), is an online retailer of women’s clothing, bedding and beauty care for busy women of all ages.
The company said data integrity was a key element of Soft Surroundings’ decision.
Coremetrics demonstrated over 90 percent correlation of sales data with Soft Surroundings’ back end systems, whereas the company’s prior solution only achieved 60 to 70 percent accuracy. In addition, Coremetrics’ Service Level Agreement for data accuracy played a significant role in the selection process.
Soft Surroundings also said it recognized that Coremetrics’ portfolio of merchandising and marketing reports would enable its marketing team to determine how campaigns were influencing sales, without requiring the marketers to become analytics experts.
Soft Surroundings also sells through stores and a catalog, and tying together the relationships between its various channels is crucial.
The company anticipates using Coremetrics to understand the unique buying traits of its online customers to further drive the effectiveness of its offline marketing campaigns.