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Boston Apparel deploys Neolane Software-as-a-Service model
Apr '09
Enterprise marketing software provider Neolane Inc announced that Boston Apparel Group has selected Neolane's Cross-Channel Marketing Optimization solution to support high-volume, personalized marketing campaigns for its Chadwicks and metrostyle brands. Boston Apparel Group chose Neolane's Software-as-a-Service (SaaS) model to accelerate deployment, enabling the company to quickly implement a cohesive strategy that supports consistent messaging and personalized offers across online and off-line channels.

Boston Apparel Group currently generates more than $300 million in sales. With this volume, the retail group wanted to consolidate their click-through and response rates, enabling them to improve marketing effectiveness across its multiple systems.

“As we moved to consolidate the Chadwicks and metrostyle brands under one corporate umbrella, we needed a way to cost-effectively execute consistent, targeted campaigns across our online and off-line customer base, or we would risk negatively impacting the brands' reputations and customer loyalty,” said David Blakelock, VP, Technology, Boston Apparel Group.

“We evaluated a number of enterprise marketing software vendors and determined that Neolane best matched our needs with its flexible deployment model, robust platform, and anticipated low total cost of ownership. With Neolane, we can automate our most critical marketing processes through one platform and create that invaluable single customer record to achieve a closed-loop, personalized customer experience.”

Boston Apparel Group's marketing goals include strengthening relationships with existing customers, communicating more effectively with prospective shoppers and increasing sales across its online and catalog channels. One of its chief tactics will be to drive personalized event-triggered and transactional emails for cross-sell and up-sell opportunities through Neolane's Cross-Channel Marketing Optimization solution.

Neolane provides a single marketing platform to coordinate customer targeting and segmentation, contact management, campaign management, reporting and tracking. Neolane's flexible deployment model makes it possible for Boston Apparel Group to quickly take advantage of sophisticated marketing automation capabilities and move away from its siloed marketing approach where individual marketing campaigns were defined and deployed across multiple systems. Neolane will also help Boston Apparel Group create a single marketing datamart where Chadwicks and metrostyle data is combined into one cohesive system of record containing both transactional and behavioral information.

“Having a single platform from which all marketing programs are based can go a long way toward helping companies enhance customer relationships and take advantage of cross-sell and up-sell opportunities,” said Stephan Dietrich, president, Neolane, Inc. “We are pleased to help Boston Apparel Group implement a moresophisticated marketing approach that supports their goals associated with automating high volume, personalized cross-channel campaigns.”

Neolane Inc

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