How J. Crew zeroed in on customers with web-based marketing analysis
Using a new web-based analysis tool that enables it to see the results of its direct-marketing campaigns across multiple order channels, apparel retailer J. Crew Group Inc. was able to save $125,000 by not marketing to groups that didn’t respond and generate $94,000 by marketing to new groups it had not realized were prime prospects. J. Crew used a tool from DoubleClick Inc.’s Abacus division.
J. Crew is using ChannelView, a web-based tool that provides daily updates on the results of direct-marketing campaigns across multiple channels, including telephone call centers and the Internet. In one use of the tool, J. Crew sent a mailing to 151 customer list segments with a total circulation of 1.35 million; after analyzing the response data, it decided to cut 21 underperforming segments, saving $125,000 in marketing costs.
In addition, J. Crew identified nine new customer segments to contact, yielding 68,000 additional circulation and an estimated $94,000 in revenue. “Prior to implementing ChannelView, we were unable to truly measure the effectiveness of campaigns across our multiple channels on a timely basis,” said Scott Rosenberg, J. Crew’s vice president of finance and marketing.
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