Liz Claiborne optimizes online marketing

New York City In an effort to personalize its consumers’ online shopping experiences, Liz Claiborne is using new software that will automate cross- and up-selling initiatives, as well as create targeted e-mail marketing campaigns.

The chain is partnering with Coremetrics, San Mateo, Calif., in hopes of creating a personalized store-level experience on its two online brands, www.lizclaiborne.com and www.luckybrand.com. Liz Claiborne is achieving this goal with two new applications.

To transition from a long-standing tradition of selling ensembles vs. separates, the retailer is integrating Intelligent Offer, an automated product-recommendation solution, to both of its online stores. Meanwhile, the retailer also linked the vendor's LIVEmail solution to the company's database of online shopper profiles, enabling Liz Claiborne to target e-mail promotions to customers based on their shopping patterns.

Both applications also provide metrics and reports that will support these new marketing programs, according to a company statement.