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Jos. A. Bank leveraged catalogs to reach customers.
06/23/11
Men's apparel retailer JoS. A. Bank Clothiers managed to boost catalog sales by updating its database to create more targeted offers, Direct Marketing News reports. The company recently had its database overhauled through a third-party service provider to ensure the information was up-to-date and determine which consumers were most likely to respond. JoS. A. Bank then leveraged that information to craft targeted offers designed for specific segments of its database. JoS. A. Bank's campaign was a success, with the clothing brand observing a 19.5 percent increase from its catalog printing campaign and an additional 16.7 percent growth in response. John Lewis, JoS. A. Bank's strategic services director of database marketing, told the source that improved catalog sales are just the beginning - the brand hopes to leverage a variety of channels to maximize leads. "Between print, email, direct mail, radio and TV, we have to coordinate and take a channel-holistic view," said Lewis. The use of quick-response codes may help JoS. A. Bank synchronize its multichannel marketing initiatives even further. Entrepreneurs at the Direct Marketing Association's All for One event suggested the technology is useful for bridging print and online campaigns, BtoB Online reports.
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