StORES Magazine - August 2007 - (Page 80) LOYALTY MARKETING Return Engagement CRM platform allows New York & Company to build loyalty-enhancing programs BY LIZ PARKS A ll retailers experience those moments when a customer walks out the door and the sales associate or manager wonders, “Will she come back?” They tend to happen most often to those retailers without adequate tools to tell them who their customers are — and to provide means to entice them to return. Management at New York & Company, whose 550-plus stores sell moderately priced women’s fashion apparel and accessories, wanted to do everything possible to encourage return visits, increase the frequency of visits and attract new customers. Last year, director of customer relationship marketing Tim Mack saw a CRM presentation by Bally Total Fitness while attending a trade show. “They talked about how easy [vendor] Loyalty Lab was to work with and how quickly they were able to get their CRM tool up and running,” he says. Mack met with Loyalty Lab representatives at the show; within months, “we were in contract to implement their Customer Relationship Manager Suite. It was very unique for me to find an out-of-the box, very low cost and scalable tool that we could just plug into.” Michael Greenberg, vice president of marketing for Loyalty Lab, says CRMS provides data feeds “from a variety of sources — POS systems, order management systems, product files, e-mail systems and credit card transaction service providers. We cleanse all that disparate data, and put it into one common platform” that the company hosts and that clients can access via a secure Internet connection. Customers who fill out a credit card application are automatically enrolled in the New York & Company Rewards Club and receive a reward coupon for $25 off a purchase of $50 or more after five purchases 80 STORES / AUGUST 2007 WWW.STORES.ORG http://WWW.STORES.ORG
Table of Contents Feed for the Digital Edition of StORES Magazine - August 2007 Contents Executive Editor's Page President's Page Upfront NRF News Retail People Concept2Watch Supermarkets Cover Story Online Marketing In-Store Marketing RFID Data Management Payment Systems Software Loss Prevention E-Commerce Risk Management Communications Loyalty Marketing Human Resources Mobile Commerce Loeb Retail Letter Arts Update Point of View Advertising Index Retail Industry Calendar StORES Magazine - August 2007 StORES Magazine - August 2007 - (Page Cover1) StORES Magazine - August 2007 - (Page Cover2) StORES Magazine - August 2007 - (Page 3) StORES Magazine - August 2007 - (Page 4) StORES Magazine - August 2007 - (Page 5) StORES Magazine - August 2007 - Contents (Page 6) StORES Magazine - August 2007 - Contents (Page 7) StORES Magazine - August 2007 - Contents (Page 8) StORES Magazine - August 2007 - Contents (Page 9) StORES Magazine - August 2007 - Executive Editor's Page (Page 10) StORES Magazine - August 2007 - Executive Editor's Page (Page 11) StORES Magazine - August 2007 - President's Page (Page 12) StORES Magazine - August 2007 - President's Page (Page 13) StORES Magazine - August 2007 - President's Page (Page 14) StORES Magazine - August 2007 - President's Page (Page 15) StORES Magazine - August 2007 - Upfront (Page 16) StORES Magazine - August 2007 - Upfront (Page 17) StORES Magazine - August 2007 - Upfront (Page 18) StORES Magazine - August 2007 - Upfront (Page 19) StORES Magazine - August 2007 - Upfront (Page 20) StORES Magazine - August 2007 - Upfront (Page 21) StORES Magazine - August 2007 - Upfront (Page 22) StORES Magazine - August 2007 - Upfront (Page 23) StORES Magazine - August 2007 - Upfront (Page 24) StORES Magazine - August 2007 - Upfront (Page 25) StORES Magazine - August 2007 - NRF News (Page 26) StORES Magazine - August 2007 - NRF News (Page 27) StORES Magazine - August 2007 - Retail People (Page 28) StORES Magazine - August 2007 - Retail People (Page 29) StORES Magazine - August 2007 - Concept2Watch (Page 30) StORES Magazine - August 2007 - Concept2Watch (Page 31) StORES Magazine - August 2007 - Supermarkets (Page 32) StORES Magazine - August 2007 - Supermarkets (Page 33) StORES Magazine - August 2007 - Supermarkets (Page 34) StORES Magazine - August 2007 - Cover Story (Page 35) StORES Magazine - August 2007 - Cover Story (Page S2) StORES Magazine - August 2007 - Cover Story (Page S3) StORES Magazine - August 2007 - Cover Story (Page S4) StORES Magazine - August 2007 - Cover Story (Page S5) StORES Magazine - August 2007 - Cover Story (Page S6) StORES Magazine - August 2007 - Cover Story (Page S7) StORES Magazine - August 2007 - Cover Story (Page S8) StORES Magazine - August 2007 - Cover Story (Page S9) StORES Magazine - August 2007 - Cover Story (Page S10) StORES Magazine - August 2007 - Cover Story (Page S11) StORES Magazine - August 2007 - Cover Story (Page S12) StORES Magazine - August 2007 - Cover Story (Page S13) StORES Magazine - August 2007 - Cover Story (Page S14) StORES Magazine - August 2007 - Cover Story (Page S15) StORES Magazine - August 2007 - Cover Story (Page S16) StORES Magazine - August 2007 - Cover Story (Page S17) StORES Magazine - August 2007 - Cover Story (Page S18) StORES Magazine - August 2007 - Cover Story (Page S19) StORES Magazine - August 2007 - Cover Story (Page S20) StORES Magazine - August 2007 - Online Marketing (Page 55) StORES Magazine - August 2007 - Online Marketing (Page 56) StORES Magazine - August 2007 - Online Marketing (Page 57) StORES Magazine - August 2007 - In-Store Marketing (Page 58) StORES Magazine - August 2007 - In-Store Marketing (Page 59) StORES Magazine - August 2007 - In-Store Marketing (Page 60) StORES Magazine - August 2007 - In-Store Marketing (Page 61) StORES Magazine - August 2007 - RFID (Page 62) StORES Magazine - August 2007 - RFID (Page 63) StORES Magazine - August 2007 - Data Management (Page 64) StORES Magazine - August 2007 - Data Management (Page 65) StORES Magazine - August 2007 - Payment Systems (Page 66) StORES Magazine - August 2007 - Payment Systems (Page 67) StORES Magazine - August 2007 - Software (Page 68) StORES Magazine - August 2007 - Software (Page 69) StORES Magazine - August 2007 - Software (Page 70) StORES Magazine - August 2007 - Software (Page 71) StORES Magazine - August 2007 - Loss Prevention (Page 72) StORES Magazine - August 2007 - Loss Prevention (Page 73) StORES Magazine - August 2007 - E-Commerce (Page 74) StORES Magazine - August 2007 - E-Commerce (Page 75) StORES Magazine - August 2007 - Risk Management (Page 76) StORES Magazine - August 2007 - Risk Management (Page 77) StORES Magazine - August 2007 - Communications (Page 78) StORES Magazine - August 2007 - Communications (Page 79) StORES Magazine - August 2007 - Loyalty Marketing (Page 80) StORES Magazine - August 2007 - Loyalty Marketing (Page 81) StORES Magazine - August 2007 - Human Resources (Page 82) StORES Magazine - August 2007 - Human Resources (Page 83) StORES Magazine - August 2007 - Human Resources (Page 84) StORES Magazine - August 2007 - Human Resources (Page 85) StORES Magazine - August 2007 - Mobile Commerce (Page 86) StORES Magazine - August 2007 - Mobile Commerce (Page 87) StORES Magazine - August 2007 - Mobile Commerce (Page 88) StORES Magazine - August 2007 - Mobile Commerce (Page 89) StORES Magazine - August 2007 - Loeb Retail Letter (Page 90) StORES Magazine - August 2007 - Arts Update (Page 91) StORES Magazine - August 2007 - Point of View (Page 92) StORES Magazine - August 2007 - Advertising Index (Page 93) StORES Magazine - August 2007 - Retail Industry Calendar (Page 94) StORES Magazine - August 2007 - Retail Industry Calendar (Page Cover3) StORES Magazine - August 2007 - Retail Industry Calendar (Page Cover4)
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