Ad Agency Drives Revenues for Retailers with Strategic Integration of Behavioral Targeting Campaigns into Marketing Mix

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Women’s apparel retailer Lane Bryant sees 3000% increase in online sales working with NetPlus Marketing.

Retail, ecommerce and catalog businesses have unique challenges, including competitive forces, internal infrastructure and dynamic, changing consumer behavior that make it necessary for them to take a renewed approach to marketing

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Today at eTail 2006, NetPlus Marketing publicly announced results from a case study showing that Internet retail clients are seeing strong results using behavioral targeting (BT) as a strategic part of an integrated online marketing strategy.

Charming Shoppes, the nation's third largest specialty apparel retailer, has partnered with NetPlus for more than three years to build an unparalleled sales-driven online marketing and advertising program for a number of brands including the Lane Bryant women’s apparel division.

Almost two years ago, NetPlus began to strategically implement behavioral targeting elements to take Lane Bryant campaigns to the next level of growth, revenue and sales. After an initial increase of 3000 percent in online sales, the program has since evolved and continues to drive extraordinary success. Since the program was launched, overall online revenue for Lane Bryant has increased by over 4000 percent and conversions have increased almost 200 percent.

“Internet shoppers are a vast and diverse group of individuals, and it’s amazing how much advertising reaches people who would never purchase that particular product,” said Robin Neifield, CEO of NetPlus Marketing. “With behavioral targeting integrated into an overall campaign, retailers are able to reach the group of people most likely to purchase their products, which significantly boosts their conversions and revenue. The strategic introduction of BT into an already successful program contributed significantly to surpassing Lane Bryant’s existing aggressive revenue goals.”

Forrester Research believes that online sales in 2006 will increase 20 percent from last year, to more than $211 billion. According to a recent article in Fast Company, online retail may be the only kind that’s left in ten years. Behavioral targeting gives retailers the ability to better understand and build relationships with their customers, not to mention a cost-efficient way to reach their audiences on mid-tier and niche sites where the environment is less cluttered with competitors’ messages. These features and many more make behavioral targeting a must for retailers hoping to stay ahead of the curve in the market’s shift to online.

“Retail, ecommerce and catalog businesses have unique challenges, including competitive forces, internal infrastructure and dynamic, changing consumer behavior that make it necessary for them to take a renewed approach to marketing,” said Denise Zimmerman, president and chief strategy officer of NetPlus Marketing. “Today’s marketer can gain a competitive advantage with an integrated approach using behavioral targeting, search, email, media and others in concert to meet business goals. Until now, we have kept Lane Bryant’s successes and our proven methodology relatively under wraps for our clients to enjoy a significant market lead.”

Editor’s Note: Denise Zimmerman has been invited to chair the Marketing, Merchandising, and Visualization track at eTail today from 11:15 am until 4:45 p.m. As chairperson, Denise will deliver opening remarks at the beginning of the conference and moderate each section in the track, setting the tone and providing expert insight. For a complete list of panel discussions visit: http://www.wbresearch.com/etail/agenda.asp

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Morgan McDowell
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