November 7, 2001, 12:00 AM

Dress Barn, not online yet, lays another brick in its web foundation

While DressBarn.com carries an announcement that buying on the web is coming soon, the company has adopted a customer relationship management system to enable it to know what a customer does in every channel.

The Dress Barn, a women’s apparel retailer with 747 stores, is slowly adopting a web strategy. While DressBarn.com carries an announcement that buying on the web is coming soon, the company has adopted a customer relationship management system from Montreal-based STS, a division of NSB Co., to enable it to know what a customer does in every channel.

"While we were capturing customer information at POS, we had no single repository and our processes for accessing data were very manual," says Mary Beth Daniels, assistant vice president of database marketing. "We were sending out millions of catalogs per year and couldn`t measure how much traffic that drove into the retail store. We needed to better track our customers in order to develop targeted, thoughtful programs and successful cross-channel promotions."

STS will provide a central repository of customer information, so no matter how customers shop, whether in-store, by catalog, kiosk, or web, Dress Barn will need to capture customer information only once for it to be available anywhere in the business.

 

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Matt Swan / E-Commerce

Do cash-back sites really drive incremental sales?

Yes, suggest data from Affiliate Window, an affiliate marketing network. And consumers spend more when ...

FPO

Jake Nickell / E-Commerce

What one web retailer learned from a bricks-and-mortar test

Threadless has closed its one physical store but found other ways to get its artist-designed ...

Advertisement