Lord & Taylor Tailors Its Marketing

Lord & Taylor is giving its database marketing a makeover.

The retailer will consolidate its customer database using Harte-Hanks’ new Allink Enhanced service. Harte-Hanks will pool Lord & Taylor’s customer data from all stores to form a single, clean database that then becomes the platform for all of Lord & Taylor’s shopper communications.

The upscale retailer plans to use the database to develop personalized, targeted pieces that foster a long-term dialogue with key shoppers. The goal is to engage customers more efficiently by targeting them better, and tailoring communications more effectively.

“Lord & Taylor recognizes the need to infuse its marketing programs with new energy and a stronger focus on engaging more personally with its customers," said Jane Elfers, Lord & Taylor’s president and CEO, in a statement.

Harte-Hanks.com will help Lord & Taylor measure its results through circulation, revenue and response rate benchmarks. The department store chain has 47 stores in nine states.