Gottschalks Selects Harte-Hanks for Multichannel Marketing Strategy and Comprehensive Database Marketing Solutions
Thursday, 27 September 2007
Gottschalks, Inc., a Western US regional department store chain, and Harte-Hanks, a worldwide direct and targeted marketing company, have announced that Gottschalks has selected Harte Hanks to implement a multichannel marketing strategy to gain a better understanding of its customers and improve the execution and measurement of its marketing efforts.
As part of the engagement, Harte-Hanks will build and manage an Allink database marketing solution, implement the Postfuture e-mail marketing platform and deliver a range of integrated services including strategic planning, data consolidation, loyalty and retention program development, and behavioral analytics.
"This marketing initiative is a key element of our recently announced Value Improvement Program and our efforts to drive increased top line performance," said Tricia Bowlby, vice president of marketing, Gottschalks. "With Harte-Hanks we have selected an experienced partner who not only understands the highly competitive retail market, but can also implement an easy-to-use, robust and reliable database marketing solution that caters to our specific marketing needs. We expect our new marketing initiatives will help to grow, support and improve our reporting and automating process, maximize our communication channel efficiencies, increase our campaign velocity as well as hone our campaign measurement. In addition, we will further leverage the capabilities of Harte-Hanks to drive multi-channel retention and cross-sell and up-sell efforts."
Harte-Hanks will begin its work with Gottschalks by standardizing and consolidating Gottschalks’ customer data into the Allink database. Data capture on the front and back end of marketing campaigns is designed to enhance the Company’s ability to execute and measure marketing activities at a higher velocity and deliver improved visibility into customer trends and segments than was previously achievable.
To improve reporting and trend tracking, Harte-Hanks will provide a comprehensive suite of standard reports combined with ad-hoc analysis. Enterprise-wide dashboards will enable C-level executives and managers to view important indicators and key business drivers, which will help inform daily marketing and business decisions.
"Our depth of retail marketing experience, combined with the set of solutions and services we will provide to Gottschalks, delivers the powerful package needed to maintain continued growth in a competitive market," said Frank Harvey, corporate officer and vice president, Harte-Hanks, Inc. "In partnering with us, Gottschalks has demonstrated its strong commitment to Customer Optimization – that is, delivering customer-centric experiences that strengthen relationships and add value."