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Urban Outfitters selects database marketing agency Merkle
21
Jul '09
Merkle (www.merkleinc.com), one of the nation's largest and fastest growing database marketing agencies, announced its selection by Urban Outfitters Inc. With the contract, Merkle will be supporting the Urban Outfitters, Anthropologie and Free People brands by providing strategy, analytics, data-driven insight and a comprehensive custom-built database infrastructure called a Knowledge Center for executing multi-channel marketing programs in the U.S.

“We see Merkle as a strategic partner that we will work closely with to better understand and more effectively communicate with our customers,” said Urban Outfitters Inc. Chief Information Officer Calvin Hollinger. “In selecting Merkle, we are taking a new approach to consistently promote each of our brands to customers in a unique way, while also gaining critical intelligence regarding consumer buying behavior across a complex array of channels and marketing programs.”

Specifically, Merkle will support the retailer's direct, Web and in-store activities. In the U.S., the retailer operates a total of about 275 retail locations for the Urban Outfitters, Anthropologie and Free People brands. Each brand also has its own website and direct-to-consumer catalog.

Merkle President and CEO David Williams said, “Urban Outfitters is a recognized and highly respected leader in retail, and we are excited to be working with them. In today's economy, marketers are coming to the realization that they must embrace new approaches based on data-driven insights and a solid customer-focused analytic framework. We see the customer portfolio as an organization's most valuable asset, and to achieve success, firms must be able to understand, measure and predict consumer behavior across all channels.”

At the core of Merkle's quantitative approach is a comprehensive database marketing infrastructure called a Knowledge Center that serves as the foundation for an organization's marketing programs. This proprietary, analytical infrastructure enables testing, modeling and analyzing millions of pieces of consumer data to provide a dynamic view into customers, their preferences and their buying behavior over time.

Merkle Inc

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