DoubleClick Enhances Abacus B2C Alliance for Retailers
18 Januar 2005 - 3:30PM
PR Newswire (US)
DoubleClick Enhances Abacus B2C Alliance for Retailers - New
Initiatives Include the Launch of RetailResponse, Designed to
Provide Better Direct Marketing Results for Retailers - NEW YORK,
Jan. 18 /PRNewswire-FirstCall/ -- DoubleClick Inc. (NASDAQ:DCLK),
the leading provider of solutions for marketers, advertising
agencies and web publishers, today announced several enhancements
to its Abacus B2C Alliance, including the creation of a group
within Abacus that will specifically focus on the needs of
store-based retailers, and the launch of RetailResponse, which
allows retail direct marketers to better target potential buyers
within geographic areas such as store trading areas.
RetailResponse, a new product developed specifically for retail
members of the Abacus B2C Alliance, improves the results of
high-volume mailings by isolating historical retail buyers within a
geographic area, and as such allows retailers to refine the focus
for each mailing providing them with maximum reach at lower costs,
with the potential for higher response rates than through
traditional compiled or residential lists. In addition to launching
RetailResponse, DoubleClick has enhanced the Abacus B2C Alliance to
better use purchase data across channels such as stores, websites
and call-centers. With marketers increasingly focusing on
multi-channel shoppers, these enhancements will allow them to
better understand their customer base and better identify lucrative
buyers, not only in their trade areas, but also across their
call-center and web channels. Furthermore, retailers can employ
cross-channel purchase data to drive traffic from their website and
direct mailings to their stores, and vice versa. The Abacus
Alliance contains more than 100 traditional retailers and many of
the top-100 specialty retailers. Companies such as Pottery Barn
leverage the Abacus Alliance to support both their prospecting and
retention initiatives. "We look to Abacus not only to help us find
new retail customers, but also to maximize retail sales from older
portions of our customer database that our modeling couldn't
identify as a household to mail," said Cindy Van Horne, Director of
Direct Marketing at Pottery Barn. "Today's announcement is further
demonstration of Abacus' continued focus on the needs of companies
such as ours." "While the Abacus Alliance has been focused on the
needs of catalog and specialty retailers for over a decade, today's
announcement demonstrates our commitment to delivering world class
products that can truly change the rules of the game for brick-and
mortar retailers," said Steve Tinlin, Senior Vice President at
Abacus, a division of DoubleClick. "Our unique combination of
comprehensive purchase data, proprietary modeling techniques and
location- based targeting enables retailers to leverage the power
of purchase data to improve their direct marketing response rates
and sales-per-piece." About DoubleClick Inc. DoubleClick is the
leading provider of solutions for marketers, advertising agencies
and web publishers to plan, execute and analyze their marketing
programs. DoubleClick's online advertising, email marketing and
database marketing solutions help clients yield the highest return
on their marketing dollar. In addition, the company's marketing
analytics solutions help clients measure performance within and
across channels. DoubleClick Inc. has global headquarters in New
York City and maintains 22 offices around the world. CONTACT: Dave
Frankland DoubleClick 212.381.5629 DATASOURCE: DoubleClick Inc.
CONTACT: Dave Frankland of DoubleClick, +1-212-381-5629, Web site:
http://www.doubleclick.com/
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