How Carter's is Using Personalization to Drive Sales

Carter's is a newcomer to the e-commerce space, having launched its site in March 2010. However, the retailer has quickly ramped up its focus and investment in the channel, and has identified four goals for its website, said Langan:

1. expand brand reach (Carter's has a significant retail presence with nearly 400 brick-and-mortar stores, and it wants e-commerce to complement that influence);
2. grow traffic, both online and in-store;
3. increase customer and prospect engagement via relevant content; and
4. define "mom" through streamlined data gathering processes.

Helping Carter's to accomplish this is IBM's enterprise marketing management (EMM) solutions. The retailer's unique requirements — it needs custom reporting for its two brands, Carter's and OshKosh B'gosh, and a platform that's scalable since it's e-commerce business is growing at such a rapid pace — made EMM the right solution, said Lahue.