Database Marketing

In today's fast-paced retail environment, data is the lifeblood of successful operations. Key functions like competitive analysis, pricing strategies, product decisions, and understanding customer trends all depend on having lots of relevant data that’s clean and current. However, not all data is created equal, and processing bad data is often worse than processing no data…

By all accounts, this year’s Black Friday was one of the most successful in a long time. Retail sales topped the charts at $9.8 billion, up 7.5 percent from last year. However, retailers shouldn’t pop the celebratory champagne just yet. Even with strong Black Friday and Cyber Monday showings, businesses must pull out all the…

The holiday season isn't just a time of festive cheer and gift-giving; for retailers, it's a gold mine of customer data and a critical period for driving sales. In the era of data privacy and the diminishing power of third-party cookies, first-party data emerges as the superhero of customer engagement and targeted marketing. However, as…

Strong data governance is crucial for retailers nowadays. To keep up with the competitive market, companies must deliver customer-centric retail strategies that can respond to the ever-changing wants and needs of the consumer. This means developing a data strategy that provides a holistic view of customers. Red Wing Shoes, the durable and comfortable footwear manufacturer,…

Will the holiday season help to bring the sparkle back into our lives or will consumers have themselves a miserable little Christmas? Numerical data signals the latter. Research by KPMG shows that 85 percent of consumers are somewhat, moderately or extremely concerned about inflation ahead of the holidays. With increased costs and supply and demand…

E-commerce exploded during the pandemic, growing by 50 percent in just a couple years. This incredible growth came hand-in-hand with an increase in retail media networks (RMNs), which help retailers grow their online advertising business and allow brands to put their product ads right in front of online shoppers who may be looking for a…

Data analytics has become an essential facet of retailer success. Proper data collection and alignment can offer retailers a number of benefits, such as making their inventory management more efficient, identifying opportunities to cut costs, and even helping them better target and engage with their customers. As tech giants such as Apple and Google announced…

In a direct marketing business, a customer list (i.e., housefile) is your most valuable asset. Therefore, it's important to manage your housefile and to keep it segmented and always up-to-date. To keep your housefile current, you need to merge/purge it regularly. What does this mean? Merge/purge is a process that identifies and removes unwanted or…

Personalization might be the word of the year for retail marketing. As technology has evolved, retailers are now able to scale local promotions to maintain the reach that only national promotions in a bygone era of big TV commercial budgets and Times Square takeovers would have delivered. It’s widely known that consumer preferences have shifted…

Retailers are embracing new sources of revenue outside of the traditional retail model — from rethinking how to use their physical stores to monetizing their delivery networks to utilizing their customer data for revenue streams such as advertising. Large retailers such as Target, Kroger, and Walmart are cashing in on the shift away from third-party…