Patagonia Inks Customer Marketing Database Deal
Patagonia, a designer of core outdoor, surf and sport-related apparel, equipment, footwear and accessories, has renewed its long-standing partnership with Epsilon, a subsidiary of Alliance Data Systems Corporation and a provider of loyalty and marketing solutions derived from transaction-rich data. Epsilon will continue to provide database marketing services expected to give Patagonia a better understanding of customers and improve cross-channel marketing campaign results.
"At Patagonia we are obsessed with making the best product and providing the best service for our customers and Epsilon plays a critical role in building and maintaining long term customer relationships," says Ben Stefanski, director of Catalog and Online Sales at Patagonia. "We value our relationship with Epsilon and have relied on their team for over a decade to help us understand and communicate with our customers more effectively through a variety of channels."
An Epsilon client since 2004, Patagonia is noted internationally for its commitment to authentic product quality and environmental activitism. Based in Ventura, Calif., and with sales of over $500 million in 2011, the company incorporates environmental responsibility into product development.
Under the terms of the multiyear renewal agreement, Epsilon will continue to host and manage Patagonia's customer marketing database, which features millions of records including transactional, contact, product, promotional, email response and web referral information. Epsilon will also provide data hygiene services to help Patagonia consolidate disparate customer data into singular records and increase marketing efficiency. The Epsilon designed retail solution aims to tie consumer, transactional and promotional data together, providing Patagonia with a complete 360-degree view of the customer. This holistic view of the customer is expected to allow Patagonia to effectively target their direct mail and email campaigns with the appropriate message for a given customer based on their preferences and behaviors and then complete a response analysis to monitor the success of campaigns and modify the segmentation if necessary.
"At Patagonia we are obsessed with making the best product and providing the best service for our customers and Epsilon plays a critical role in building and maintaining long term customer relationships," says Ben Stefanski, director of Catalog and Online Sales at Patagonia. "We value our relationship with Epsilon and have relied on their team for over a decade to help us understand and communicate with our customers more effectively through a variety of channels."
An Epsilon client since 2004, Patagonia is noted internationally for its commitment to authentic product quality and environmental activitism. Based in Ventura, Calif., and with sales of over $500 million in 2011, the company incorporates environmental responsibility into product development.
Under the terms of the multiyear renewal agreement, Epsilon will continue to host and manage Patagonia's customer marketing database, which features millions of records including transactional, contact, product, promotional, email response and web referral information. Epsilon will also provide data hygiene services to help Patagonia consolidate disparate customer data into singular records and increase marketing efficiency. The Epsilon designed retail solution aims to tie consumer, transactional and promotional data together, providing Patagonia with a complete 360-degree view of the customer. This holistic view of the customer is expected to allow Patagonia to effectively target their direct mail and email campaigns with the appropriate message for a given customer based on their preferences and behaviors and then complete a response analysis to monitor the success of campaigns and modify the segmentation if necessary.