The Sports Authority, Inc., Fort Lauderdale, will contribute retail names to Experian’s Z-24 cooperative database. Participation in the database will aid The Sports Authority’s efforts to open up multiple channel contact strategies.
Participation allows The Sports Authority to take prospecting names with recency, frequency and monetary information appended from the database.
“For our catalog to be successful, it is important that we reach individuals who have recently purchased in our stores and who also show catalog shopping preferences,” said Martin Davison, marketing director for The Sports Authority, Direct Division.
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