Blue Martini ships Relationship Marketing software

Guide to E-Commerce Technology

New Application Centrally Orchestrates Management of Cross-Channel Customer Communications Throughout Customer Lifecycle

SAN MATEO, Calif., June 26 /PRNewswire-FirstCall/ -- Blue Martini Software, Inc. (Nasdaq: BLUE) today shipped Blue Martini Relationship Marketing, a new application that enables marketers to centrally orchestrate the management of customer communications across every channel and touch point throughout the customer lifecycle.

Blue Martini Relationship Marketing enables marketers to engage in multi-step, cross-channel "dialogs" -- personalized, event-driven campaigns -- designed to attract new customers, increase profitability among existing customers, and provide better service over the lifetime of the relationship. Blue Martini Relationship Marketing can optimize a variety of marketing initiatives including:

-- Increase customer spending through loyalty programs by allowing companies to encourage customer movement to higher tiers in the program. For example, when a customer is close to reaching a tier (gold to platinum) an event kicks off in Blue Martini Relationship Marketing that triggers multi-channel communications to encourage buying to get to the next tier. Channels where messages can be pushed include point-of -sale, call center and website. In addition, e-mail and direct mail messages can be sent to the customer.

-- Increase average gift registry value by encouraging registrants to add additional items to their registry, based on the current value of the registry, when items are purchased, or when there are not enough items for others to buy.

-- Improve response rates to campaigns, using techniques that effectively test, target and synchronize the right message to the right customer at the right time.

-- Manage returns by communicating to customers or customer service representatives the return options for a specific customer: return, exchange, retain.

Blue Martini Relationship Marketing also delivers traditional campaign management functionality such as audience creation, multi-channel treatments, automatically generated response codes and list management. Blue Martini Relationship Marketing leverages Blue Martini Software`s easy-to-use analytic capabilities, or third-party analytic applications, to enable marketers to identify customer segments, and then create and execute the appropriate "dialogs."

"With event driven dialogs, Blue Martini Software has taken campaign management to the next level," said Monte Zweben, chairman and CEO of Blue Martini Software. "Blue Martini Relationship Marketing uniquely addresses a need in the market that is not being fulfilled by mass email, direct mail or telesales applications, as it enables not only batch, but event driven communications across channels."

Blue Martini Relationship Marketing is a stand-alone application designed to work independently with any e-commerce, customer relationship management (CRM) or enterprise resource planning (ERP) system via industry-standard protocols, and can be live within weeks. Marketers can use Blue Martini Relationship Marketing to send leads or offers to other front-office applications, such as call center, sales force automation and third-party websites. Blue Martini Relationship Marketing can also ceive "dialog" triggers like inventory backlog or order placement, from backend applications such as ERP and supply chain management (SCM) applications. Businesses can leverage the web services interface in Blue Martini Relationship Marketing, use TIBCO`s enterprise application integration software, or one of Blue Martini Software`s pre-built adaptors. Blue Martini Software integrates with leading merchandising, inventory management, fulfillment, supply chain management systems and store systems.

Blue Martini Relationship Marketing includes:

-- The Blue Martini Dialog Designer -- a visual tool for designing, editing, managing and monitoring "dialogs" for loyalty programs, customer service, real-time offer delivery at the point of sale, call center scripting, clienteling, customer acquisition/retention, e-commerce, gift registry, lead distribution, market research, new product introduction and service reminders. It comes packaged with example "dialogs."

-- Blue Martini Interaction Manager -- a runtime engine powering "dialogs" and nodes.

-- Nodes monitor for events, such as "create order," "return merchandise," "buy item" or "excess inventory." Nodes evaluate conditions and audience, such as "if order value is above $200," "if recency, frequency, monitory (RFM) value is high" or "if date is birthday".

Nodes can then take actions, such as "send email," "send direct mail" and "display content" through websites, call centers or point of sale devices.

Availability Blue Martini Relationship Marketing is shipping today. Blue Martini Software offers Blue Martini Relationship Marketing as a standalone application as well as an integral part of the Blue Martini Marketing Suite, and the company`s industry solutions Blue Martini Retail and Blue Martini Manufacturing. Pricing information is available directly from Blue Martini Software.

About Blue Martini Software Blue Martini Software provides customer relationship management (CRM)applications that build loyalty, increase sales and reduce the costs to serve across every channel. Its customer-facing applications enable companies to act upon business intelligence in real-time through direct marketing and customer interactions on the web, in the store or via the telephone. Industry-leading companies worldwide deploy Blue Martini solutions in as little as 30 days to power their marketing, e-commerce, interactive selling, channel management and self-service operations. With worldwide headquarters in San Mateo, Calif., Blue Martini Software can be reached at 650-356-4000 or http://www.bluemartini.com.