ANN ARBOR, MI (October 12, 2005) -- To enhance its understanding of online customers’ behavior and intent, Blair Corporation has engaged ForeSee Results to measure customer satisfaction with www.blair.com, the e-commerce arm of this multi-channel direct marketer of women’s, men’s, and home fashions.
Using a proprietary measurement tool based on the methodology of the University of Michigan’s American Customer Satisfaction Index (ACSI), ForeSee Results assesses the satisfaction of website visitors – both overall and by distinct audience segments. ForeSee Results also helps Blair pinpoint which areas of the website, e.g., navigation, content, etc., are most important in driving customer satisfaction, and how customer satisfaction drives future behaviors, such as repeat purchases and purchases through other retail channels.
“Working with ForeSee Results, we’ve learned that people who come to our site regularly are more satisfied and loyal,” said Darren Schott, Blair’s Marketing Director, e-Commerce. “We’re now delving into whether there are specific components of our site that could be enhanced for greater appeal to people who are less familiar with Blair.com.”
“Voice of customer” input obtained with ForeSee Results also helps Blair compare and contrast satisfaction levels for people driven to the website through different means, such as by email or through a catalog.
“The data shows that people are equally satisfied regardless of how they come to the site, whether it’s through a search engine, a catalog or through an email,” said Schott. “This reinforces that Blair’s strategy for driving customers to Blair.com is working and that we’re delivering a consistent message across marketing channels.”
“With a 95 year history as a successful direct marketer, Blair has embraced the Internet as an important sales channel and is taking important steps to get a fuller picture of its multi-channel customers. Measuring online customer satisfaction will show Blair how to better meet and exceed customer expectations, positioning the company for continued success,” said Larry Freed, President and CEO of ForeSee Results.
About ForeSee Results
ForeSee Results is the market leader in online customer satisfaction management and converting satisfaction data into user-driven web development strategies. Using the methodology of the University of Michigan’s American Customer Satisfaction Index (ACSI), ForeSee Results scientifically quantifies the elements that drive online customer satisfaction and predicts future behaviors such as purchase, return site visits or referrals. Clients include Cabela’s, Danskin, Finish Line, and Lane Bryant, among many others. ForeSee Results, a privately held company, is located in Ann Arbor, Michigan and on the web at www.ForeSeeResults.com.
About Blair
Headquartered in Warren, Pennsylvania, Blair Corporation sells a broad range of women’s and men’s apparel and home products through direct mail marketing and its Web sites www.blair.com and www.irvinepark.com. Blair Corporation employs over 2,000 associates (worldwide) and operates facilities and retail outlets in Northwestern Pennsylvania as well as a catalog outlet in Wilmington, Delaware. The company, which has annual sales of approximately $500 million, is publicly traded on the American Stock Exchange (Amex:BL). For additional information, please visit http://www.blair.com.
CONTACT:
Chaat Butsunturn
415.391.7900 x114
cbutsunturn@kearnswest.com
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