FRAMINGHAM, Mass. — Pluris Marketing, a provider of marketing solutions, has announced that Sur La Table has chosen Pluris to develop its next-generation marketing database. Pluris will support sophisticated data integration and analytics to better facilitate Sur La Table's objectives and understand its customers, generate key insights from customer behavior, predict trends, and deliver optimal marketing offers to each customer across traditional and interactive messaging channels.
Founded in 1972, Sur La Table is recognized as the premier kitchenware retailer in the country. The company operates retail stores nationwide, a catalog, a gift registry, a thriving e-commerce site, a rapidly growing Facebook fan page and one of the largest avocational cooking class programs in the country.
Pluris will be facilitating the complete integration of customer data across channels — including search, e-mail, catalog, e-commerce, mobile and social media — enabling Sur La Table to track all marketing expenditures and determine how best to allocate them for optimal effectiveness. This achieves the dual purpose of removing ineffective expenditures while maintaining or increasing conversion.
"Pluris showed us that they would provide technological superiority, backed by years of retail expertise, to consolidate our customer data across our many marketing channels quickly and efficiently," said Will Schoentrup, vice president of information technology for Sur La Table. "We now have a flexible enterprise-reporting solution and analytic infrastructure to support more sophisticated marketing strategies across channels as we further engage our customers."
In addition to providing a comprehensive data repository spanning all customer transactional data across all channels, the new solution also allows for robust attribution reporting for insight into the media associated with each transaction, as well as media preferences by customer type.
