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MArkEtIng FOrWArd
  is using customer preferences
  to drive targeted marketing
  Experian Marketing Services and Bass Pro Shops increase customer
  response through data-driven marketing
Introduction
  Bass Pro Shops is a leading multichannel retailer of outdoor recreation goods and hunting and
  fishing equipment. to build targeted marketing programs across its online and brick-and-mortar
  customer touch-points, Bass Pro taps into Experian Marketing Services’ CheetahMail email
  marketing, QAS address verification and Hitwise competitive intelligence capabilities.

  CheetahMail provides strategic guidance throughout all stages of Bass Pro’s robust email program,
  which includes sending highly individualized and relevant messaging. through CheetahMail’s
  preference center functionality, Bass Pro gives consumers the option to tell them what information
  they are most interested in receiving. given that 75 percent of new subscribers use the preference
  form to select from interests such as hunting, archery, clothing and electronics, Bass Pro is able to
  deliver highly targeted and response-driven emails from the start. All while QAS verifies the entries
  and automatically fills in missing address fields, a tactic that can save up to 75 percent of the time
  needed to enter a full, valid address.

  In addition to utilizing CheetahMail’s rich reporting tools to track campaign performance and
  response, Bass Pro also has the ability to compare these results against key competitors through
  Hitwise reports, a tool that provides insight on how 10 million U.S. Internet users interact with over
  1 million Websites.



Bass Pro Shops’ goals

 • Increase email open rates, return on investment (rOI) and transaction rates
 • Verify customer information at the point of entry
 • gain a better understanding of the online competitive landscape
Moving marketing forward
Experian® CheetahMail® email               the preference center also is cross        Experian® QAS® address
marketing: targeted messaging              media focused, and subscribers have        verification: data hygiene for
based on consumer preference               the option of selecting their preferred    precise customer contact
to increase email open rates, return on    channel and store location.                Bass Pro utilizes QAS Pro Web to
investment (rOI) and transaction rates,                                               verify customers’ addresses entered on
Bass Pro leverages Experian Marketing      In addition to building Bass Pro’s         its ecommerce Website.
Services’ CheetahMail email marketing.     robust preference center, the
                                           CheetahMail account team also              In real time, QAS Pro Web
Customers are more willing to interact     provides detailed analysis on reporting    validates and standardizes the
with and respond to companies that         data, allowing Bass Pro to determine       addresses against official postal
contact them the way they want to be       what campaigns are performing best as      authority records.
contacted, with information that caters    well as specific elements that
to their individual needs and interests.   contribute to conversion and               Customers enter an address using
to capture customers’ interests for        transactions. Leveraging this type of      the software, which then quickly
increased relevancy and engagement,        data and working closely with their        supplies the deliverable, complete and
Bass Pro’s CheetahMail account team        account team, Bass Pro developed and       standardized address into Bass Pro’s
created an online preference center        implemented a welcome series email         existing database application.
form for Bass Pro’s Website,               campaign that rendered impressive
www.basspro.com.                           results and stronger rOI.

When signing up for Bass Pro’s email
                                             Based on testing, Bass pro
program, on average, 75 percent of new                                                  By automatically filling in address
                                             determined that the optimal offer for
subscribers use the form to select from                                                 fields, QAS Pro can save up to 75
                                             inclusion in the welcome series was
interests such as archery, fishing and                                                  percent of the time needed to enter
                                             $10, garnering a 37 percent open
hunting so later they can receive emails                                                a full, valid address.
                                             rate and a 6 percent transaction rate.
targeted to these areas.



“Having accurate contact information is important to the efficiency of our business. By leveraging
Experian Marketing Services’ QAS address verification, we have direct access to comprehensive address
verification and data quality software and services to make sure we can engage our customers reliably, for
maximum impact and increased ROI.”                        – Todd Jones, Manager of eCommerce Marketing, Bass Pro Shops
Experian® Hitwise® competitive            the tools also provide Bass Pro with
intelligence: Industry insight for        an understanding of the differences        “Utilizing Hitwise competitive
competitive advantage                     between the customers who make
to gain a deep understanding of the       purchases on the site and those who
                                                                                     intelligence from Experian
competitive landscape for improved        visit without converting to identify       Marketing Services, we are able
marketing strategy, Bass Pro leverages    additional market segments based on        to gain an insightful analysis
Experian Marketing Services’ Hitwise      competitive analysis.
                                                                                     of the online landscape and
competitive intelligence.
                                          Bass Pro receives a monthly custom         understand what’s happening in
Using My Hitwise, an intuitive tool       report from Hitwise that delivers          our industry on a daily basis. We
for creating custom categories and        the metrics that are most critical to
aggregations for competitive analysis,    its business. the reports provide a        see trends developing among
Bass Pro can identify Websites they       gateway to determining company             our competitors and gain a
have designated as online competition.    focus on and strategy from a               holistic view of our competitive
Bass Pro also leverages Hitwise           competitive and industry wide
rankings, Charting, demographics          perspective. In relation to its work
                                                                                     landscape in a way that keeps
and Clickstream tools to run a thorough   with CheetahMail, Bass Pro can use         us ahead of other vendors in our
analysis on these                         the report to better understand how        category and at the very top of
segments and determine where              email, as part of its overall connection
www.basspro.com ranks among               strategy, has performed against the
                                                                                     our customers’ minds.”
specific competitors; market share the    company’s competitors.                     – Todd Jones, Manager of eCommerce
                                                                                       Marketing, Bass Pro Shops
site gained or lost compared with the
competition daily, weekly and monthly;
and whether marketing, search and
advertising campaigns have a direct
impact on the site’s market share.


 through Hitwise, Bass Pro has insight on how 10 million U.S. Internet users
 interact with over 1 million Websites.
The Experian advantage
                                                          Working with Experian Marketing
                                                          Services’ email, competitive
                                                          intelligence and address verification
                                                          capabilities, Bass Pro has seamless
                                                          and limitless access to a vast number
                                                          of online and offline data resources,
                                                          giving the company a 360-degree view
                                                          into its customers’ behaviors and
                                                          industry trends. Coupling this insight
                                                          with the expertise of Experian analysts
                                                          and robust digital-marketing platforms,
                                                          Bass Pro is poised to grow its business
                                                          well into the future.

                                                          For more information, please visit
                                                          www.experian.com/marketingservices.




Campaign results

  Experian CheetahMail            Experian QAS             Experian Hitwise

  Welcome email                   Average address entry    Insights on how 10 million U.S.
  • 37 percent open rate          time saved:              Internet users interact with
  • 6 percent transaction rate                             more than 1 million Websites
                                  • 75 percent
  Preference data acquisition:
  • 75 percent of new customers
Experian Marketing Services
955 American Lane
Schaumburg, IL 60173
1 888 404 6911
www.experian.com/marketingservices




                                     © 2010 Experian Information Solutions, Inc. All rights reserved.


                                     Experian and the Experian marks used herein are service marks or
                                     registered trademarks of Experian Information Solutions, Inc.


                                     Other product and company names mentioned herein are the property
                                     of their respective owners.


                                     June 2010

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Bass Pro Shops Case Study

  • 1. MArkEtIng FOrWArd is using customer preferences to drive targeted marketing Experian Marketing Services and Bass Pro Shops increase customer response through data-driven marketing
  • 2. Introduction Bass Pro Shops is a leading multichannel retailer of outdoor recreation goods and hunting and fishing equipment. to build targeted marketing programs across its online and brick-and-mortar customer touch-points, Bass Pro taps into Experian Marketing Services’ CheetahMail email marketing, QAS address verification and Hitwise competitive intelligence capabilities. CheetahMail provides strategic guidance throughout all stages of Bass Pro’s robust email program, which includes sending highly individualized and relevant messaging. through CheetahMail’s preference center functionality, Bass Pro gives consumers the option to tell them what information they are most interested in receiving. given that 75 percent of new subscribers use the preference form to select from interests such as hunting, archery, clothing and electronics, Bass Pro is able to deliver highly targeted and response-driven emails from the start. All while QAS verifies the entries and automatically fills in missing address fields, a tactic that can save up to 75 percent of the time needed to enter a full, valid address. In addition to utilizing CheetahMail’s rich reporting tools to track campaign performance and response, Bass Pro also has the ability to compare these results against key competitors through Hitwise reports, a tool that provides insight on how 10 million U.S. Internet users interact with over 1 million Websites. Bass Pro Shops’ goals • Increase email open rates, return on investment (rOI) and transaction rates • Verify customer information at the point of entry • gain a better understanding of the online competitive landscape
  • 3. Moving marketing forward Experian® CheetahMail® email the preference center also is cross Experian® QAS® address marketing: targeted messaging media focused, and subscribers have verification: data hygiene for based on consumer preference the option of selecting their preferred precise customer contact to increase email open rates, return on channel and store location. Bass Pro utilizes QAS Pro Web to investment (rOI) and transaction rates, verify customers’ addresses entered on Bass Pro leverages Experian Marketing In addition to building Bass Pro’s its ecommerce Website. Services’ CheetahMail email marketing. robust preference center, the CheetahMail account team also In real time, QAS Pro Web Customers are more willing to interact provides detailed analysis on reporting validates and standardizes the with and respond to companies that data, allowing Bass Pro to determine addresses against official postal contact them the way they want to be what campaigns are performing best as authority records. contacted, with information that caters well as specific elements that to their individual needs and interests. contribute to conversion and Customers enter an address using to capture customers’ interests for transactions. Leveraging this type of the software, which then quickly increased relevancy and engagement, data and working closely with their supplies the deliverable, complete and Bass Pro’s CheetahMail account team account team, Bass Pro developed and standardized address into Bass Pro’s created an online preference center implemented a welcome series email existing database application. form for Bass Pro’s Website, campaign that rendered impressive www.basspro.com. results and stronger rOI. When signing up for Bass Pro’s email Based on testing, Bass pro program, on average, 75 percent of new By automatically filling in address determined that the optimal offer for subscribers use the form to select from fields, QAS Pro can save up to 75 inclusion in the welcome series was interests such as archery, fishing and percent of the time needed to enter $10, garnering a 37 percent open hunting so later they can receive emails a full, valid address. rate and a 6 percent transaction rate. targeted to these areas. “Having accurate contact information is important to the efficiency of our business. By leveraging Experian Marketing Services’ QAS address verification, we have direct access to comprehensive address verification and data quality software and services to make sure we can engage our customers reliably, for maximum impact and increased ROI.” – Todd Jones, Manager of eCommerce Marketing, Bass Pro Shops
  • 4. Experian® Hitwise® competitive the tools also provide Bass Pro with intelligence: Industry insight for an understanding of the differences “Utilizing Hitwise competitive competitive advantage between the customers who make to gain a deep understanding of the purchases on the site and those who intelligence from Experian competitive landscape for improved visit without converting to identify Marketing Services, we are able marketing strategy, Bass Pro leverages additional market segments based on to gain an insightful analysis Experian Marketing Services’ Hitwise competitive analysis. of the online landscape and competitive intelligence. Bass Pro receives a monthly custom understand what’s happening in Using My Hitwise, an intuitive tool report from Hitwise that delivers our industry on a daily basis. We for creating custom categories and the metrics that are most critical to aggregations for competitive analysis, its business. the reports provide a see trends developing among Bass Pro can identify Websites they gateway to determining company our competitors and gain a have designated as online competition. focus on and strategy from a holistic view of our competitive Bass Pro also leverages Hitwise competitive and industry wide rankings, Charting, demographics perspective. In relation to its work landscape in a way that keeps and Clickstream tools to run a thorough with CheetahMail, Bass Pro can use us ahead of other vendors in our analysis on these the report to better understand how category and at the very top of segments and determine where email, as part of its overall connection www.basspro.com ranks among strategy, has performed against the our customers’ minds.” specific competitors; market share the company’s competitors. – Todd Jones, Manager of eCommerce Marketing, Bass Pro Shops site gained or lost compared with the competition daily, weekly and monthly; and whether marketing, search and advertising campaigns have a direct impact on the site’s market share. through Hitwise, Bass Pro has insight on how 10 million U.S. Internet users interact with over 1 million Websites.
  • 5. The Experian advantage Working with Experian Marketing Services’ email, competitive intelligence and address verification capabilities, Bass Pro has seamless and limitless access to a vast number of online and offline data resources, giving the company a 360-degree view into its customers’ behaviors and industry trends. Coupling this insight with the expertise of Experian analysts and robust digital-marketing platforms, Bass Pro is poised to grow its business well into the future. For more information, please visit www.experian.com/marketingservices. Campaign results Experian CheetahMail Experian QAS Experian Hitwise Welcome email Average address entry Insights on how 10 million U.S. • 37 percent open rate time saved: Internet users interact with • 6 percent transaction rate more than 1 million Websites • 75 percent Preference data acquisition: • 75 percent of new customers
  • 6. Experian Marketing Services 955 American Lane Schaumburg, IL 60173 1 888 404 6911 www.experian.com/marketingservices © 2010 Experian Information Solutions, Inc. All rights reserved. Experian and the Experian marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the property of their respective owners. June 2010