Gottschalks looks to improve marketing efforts

FRESNO, Calif. and SAN ANTONIO Gottschalks is engaging the service of direct and targeted marketing company Harte-Hanks to implement a multi-channel marketing strategy to gain a better understanding of its customers and the execution and measurement of its marketing efforts, the companies announced today. As part of the engagement, Harte-Hanks will deliver a range of integrated services including strategic planning, data consolidation, loyalty and retention program development, and behavioral analytics, the companies reported.

"This marketing initiative is a key element of our recently announced Value Improvement Program and our efforts to drive increased top line performance," said Tricia Bowlby, vp of marketing for Gottschalks. "With Harte-Hanks we have selected an experienced partner who not only understands the highly competitive retail market, but can also implement an easy-to-use, robust and reliable database marketing solution that caters to our specific marketing needs. We expect our new marketing initiatives will help to grow, support and improve our reporting and automating process, maximize our communication channel efficiencies, increase our campaign velocity as well as hone our campaign measurement. In addition, we will further leverage the capabilities of Harte-Hanks to drive multi-channel retention and cross-sell and up-sell efforts."