Experian selected by Benchmark Brands to create marketing database
COSTA MESA, Calif., May 24, 2005 -- Experian(R), the global leader in providing information solutions to organizations and consumers, today announced that Benchmark Brands has selected its Totalvue Express(SM) database solution to manage its marketing information and deliver critical business analytics to help drive the company's future growth. Benchmark Brands is the operator of the FootSmart catalog and the largest direct retailer of foot and lower body healthcare products in the United States.
As the market for lower body health products increases, driven by a growing senior class, Benchmark Brands has enjoyed escalating demand for its therapeutic products. Since its founding in 1989, the company relied on isolated data sources to track orders, promotional offers and drive important marketing decisions. Now with just under 2 million customers, the cataloger plans to mail more than 50 million catalogs per year, dramatically increasing its current efforts.
"We need a more sophisticated marketing strategy to support our rapid growth and identify even more opportunities to increase sales," explains Alan Beychok, president of Benchmark Brands. "Experian's Totalvue Express database will deliver deeper customer analytics and fresh marketing insight at a price we can afford; it's the perfect next step for us."
Totalvue Express provides Benchmark Brands with a greater understanding of customer lifetime value and market segmentation while spotlighting opportunities to up sell and cross sell current customers. Benchmark Brands also plans to use the database to identify new markets for expansion.
"For companies like Benchmark Brands, an analytical database is a key factor for increased profits and customer satisfaction," said, Brian Dames, vice president of data management for Experian Marketing Services. "Totalvue Express is specifically designed for catalogers making the transition from list marketing to database marketing."
Totalvue Express provides an affordable and immediate entry into database marketing for catalogers and retailers. The relational database integrates data across multiple channels and links matching customer records through Experian's Truvue Customer Data Integration technology. The database also enables analysis of cross channel responses and buying habits, enables promotion and tracking across divisions; and provides an understanding of communication preferences. Totalvue Express supports email marketing, list rental, data enhancement and list processing services.
Experian is a global leader in providing information solutions to organizations and consumers. It helps organizations find, develop and manage profitable customer relationships by providing information, decision-making solutions and processing services. It empowers consumers to understand, manage and protect their personal information and assets. Experian works with more than 50,000 clients across diverse industries, including financial services, telecommunications, health care, insurance, retail and catalog, automotive, manufacturing, leisure, utilities, e-commerce, property and government. Experian is a subsidiary of GUS plc and has headquarters in Nottingham, UK, and Costa Mesa, California. Its 12,000 people in 26 countries support clients in more than 60 countries. Annual sales exceed $2.5 billion.
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