Blair.com selects Coremetrics
September 7, 2006
Coremetrics today announced that Blair Corporation has selected Coremetrics as its analytics platform. Coremetrics’ integration with IBM Websphere Commerce Suite, and its ability to integrate with email service provider Silverpop, and SAS Marketing Automation, were key factors in the selection process.
Blair is a multi-channel, direct marketer of women’s, men’s and home fashions ranked among America’s top ten consumer apparel catalogers and is listed in the 2006 Internet Retailer Top 100 report. “We were looking for a single source of data for all our online activities,” said Darren Schott, senior director of e-commerce at Blair. “We had data elements coming from multiple sources and sometimes saw discrepancies. Coremetrics offered an integrated, multi-channel solution that will provide us with one reliable source of reports based on a common set of data.”
Blair also plans to use Coremetrics’ targeted marketing strategy to better understand the needs of its consumers as well as enhance its exceptional customer service. By identifying groups of buyers that share common traits, Blair will be able to tailor its offering based on the merchandise choices these groups commonly make.
As part of its continuing commitment to customer service, Blair will use Coremetrics’ visualization tools to further improve its online retail site. By examining low performing pages, Blair’s creative team will gain insight into techniques for reducing abandonment and increasing conversion rates. “We expect widespread adoption of Coremetrics’ tools beyond the e-commerce group,” said Rob Hosick, web analyst at Blair.com. “With Coremetrics’ easy-to-use interface and intuitive reports, product information jumps off the page, meaning our merchants won’t need to crunch numbers to measure the success of their programs.”