Patagonia renews agreement with Alliance Data for database marketing

Dallas -- Patagonia said Thursday it has renewed its partnership with Epsilon, a subsidiary of Alliance Data Systems Corp., so that Epsilon will continue to provide comprehensive database marketing services designed to give Patagonia a better understanding of customers and improve cross-channel marketing campaign results.

Under the terms of the multiyear renewal agreement, Epsilon will continue to host and manage Patagonia's customer marketing database, which features millions of records including transactional, contact, product, promotional, email response and web referral information. Epsilon will also provide data hygiene services to help Patagonia consolidate disparate customer data into singular records and increase marketing efficiency.
The Epsilon designed retail solution ties consumer, transactional and promotional data together, providing Patagonia with a complete 360-degree view of the customer. This holistic view of the customer allows Patagonia to effectively target their direct mail and email campaigns with the appropriate message for a given customer based on their preferences and behaviors and then complete a response analysis to monitor the success of campaigns and modify the segmentation if necessary.

"At Patagonia we are obsessed with making the best product and providing the best service for our customers and Epsilon plays a critical role in building and maintaining long term customer relationships," said Ben Stefanski, director of catalog and online sales at Patagonia.