Tower Records plans to develop a multi-channel marketing database combining data generated online and from retail transactions, with the help of BeNow, a database marketing firm based in Wakefield, MA.
The new database will be used to profile customers and improve the company’s direct marketing targeting. “Our success depends on how well we understand our customers’ needs and wants,” said Russ Eisenman, senior vice president of marketing, in a prepared statement.
Tower Records plans to use the multi-channel data to make individualized product recommendations to its customers.