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Article: BOB'S SEEKS BROADER CUSTOMER BASE.(Bob's Stores Inc.)(Brief Article)(Statistical Data Included)
- Article from:
- WWD
- Article date:
- May 17, 2000
- Author:
CopyrightCOPYRIGHT 2000 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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NEW YORK -- Bob's Stores plans to use data mining technology to target teenagers, whom the company has largely ignored in the past.
Planning for the day when Generation Y matures and earns more money, Bob's, a low-priced men's and women's apparel retailer, based in Meriden, Conn., wants teenagers now to view the chain as an affordable option. A cornerstone of the company's teen marketing initiative will be a loyalty card program that will reward Bob's young shoppers with points that can be redeemed for additional merchandise.
The retailer already possesses the customer relationship management technology necessary to implement such a loyalty program. ...