Fresh Takes Advantage of Neolane’s Conversational Marketing Technology to Gain a 360-Degree Marketing View of Its Customers and Make More Relevant Offers Across Channels

NEWTON, Mass.--(BUSINESS WIRE)-- Conversational marketing technology provider Neolane, Inc. today announced boutique cosmetics company Fresh®, Inc. as its newest fashion and beauty industry customer. Fresh selected Neolane to consolidate customer data and gain the insight necessary to build and sustain deeper, more significant lifetime relationships with its customers and prospects. Using a centralized database from which to manage customer interactions, Fresh gains a 360-degree marketing view of each customer to improve segmentation and develop more targeted, effective cross-channel marketing campaigns.

“With Neolane, we are now able to access important customer information and more effectively analyze that data to gain a better understanding of our customers’ buying behavior,” said Lucy Perdomo, global vice president of marketing and public relations, Fresh, Inc. “With this information, we’ll be able to build a more sophisticated segmentation model and communication strategy that can be leveraged for newly created cross-channel campaigns that increase loyalty and conversions.”

Combining the power of Neolane’s single data mart with the productivity benefits of marketing automation, Fresh can now access a deduplicated, centralized view of all web and point-of-sale customers and prospects. This enables the company to perform effective market research, and generate more personalized messages and targeted offers that educate and drive up-sell and cross-sell opportunities about products through email, in-store communications, direct mail and other communications channels.

“Fresh understands the inherent value of building long-term customer relationships, which are hard-won in this competitive industry where creating fierce brand loyalty is a primary business goal,” said Stephan Dietrich, president, Neolane, Inc. “Using a single platform from which all marketing programs are based is imperative as Fresh embarks on developing more sophisticated marketing campaigns that significantly enhance customer interactions.”

Fresh also plans to use the Neolane platform to generate more detailed campaign reports and ROI data. It will also further drive successful analytics-based customer relationship marketing activities, including a more comprehensive customer loyalty program.

About Neolane

Neolane provides the only conversational marketing technology that empowers organizations to build and sustain one-to-one lifetime dialogues, dramatically increasing revenue and marketing efficiency. Born digital, with best-in-class email and inbound-outbound channel fusion capabilities architected into a single code-based platform, marketers achieve results in record time. Neolane is easy to use for both power and casual users, but powerful enough to drive the most sophisticated marketing strategies. Future proof, Neolane has a track record of enabling its customers to adapt to new customer engagement challenges and exploit opportunities more quickly than their competition. Neolane is used by more than 300 of the world’s leading companies including Alcatel Lucent, barnesandnoble.com, Orange, Sears Canada, Sephora Europe and Sony Music. Visit www.neolane.com and read our blog The Cross-Channel Conversation.

Copyright © 2011 Neolane, Inc. All Rights Reserved. All other brand names, product names, or trademarks belong to their respective holders.

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