Nine West Group, Inc., the women’s apparel retailer, is rolling out a database integration project. But don’t expect it to do it by the book. The firm has a history of doing things cheaply, and following its own lead.
For example, when Nine West decided to get into e-mail ten months ago, it rejected several e-mail vendors because their systems were built on “real-time triggers” and Web activity, said Dianne Binford, director of customer-intelligence for Nine West.
“How short-sighted can you be?” asked Binford, speaking at the National Center for Database Marketing Conference in Rosemont, IL. “It should be based on multiple channels.”
It also should be based on online registration. Nine West tried an e-mail append, but it “failed miserably,” Binford said. “We appended close to 50%, but half were not deliverabe.”
But Nine West
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