Upscale women’s clothing retailer Ann Taylor is making an additional commitment to its web site. Burlingame, CA-based Coremetrics Inc. reported today that Ann Taylor will use Coremetrics’ Marketforce product to capture and store site visitors’ clickstream activity to serve as the foundation for marketing initiatives and web site improvements. Ann Taylor says Marketforce will help it understand customers' online shopping behavior, improve online profitability and minimize costs associated with internal data management.
Marketforce uses clickstream analysis to build what Coremetrics calls LIVE (Lifetime Individual Visitor Experience) Profiles.
“We have always been very focused on customer service, and we are committed
to offering our customers a positive online experience -- just as they would
experience in our stores,” said an Ann Taylor spokesperson. "We selected
Coremetrics because they offered unparalleled analysis of online customer
behavior, while protecting the privacy of our customers. In addition, the
solution was easily installed without disrupting our IT department. We were
able to start gaining insight into how our customers use our web site
immediately, and we’ve already started to make site adjustments that have
improved the overall shopping experience."
Ann Taylor has been selling online since the end of 2000.
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