Wilson Sporting Goods Embraces Online Marketing

Jan. 13, 2005
By Doug Bartholomew Despite the dot-com blowup, online marketing remains an important area of interest for manufacturers that sell to consumers via retail outlets. A leading vendor in this area, Blue Martini Software continues to have success helping ...
ByDoug Bartholomew Despite the dot-com blowup, online marketing remains an important area of interest for manufacturers that sell to consumers via retail outlets. A leading vendor in this area, Blue Martini Software continues to have success helping manufacturers establish and cultivate an online dialogue with customers. "Blue Martini Relationship Marketing is a great enhancement and can enable us to market to our consumers, and at the same time support our channel," says Rick Kerpsack, director of interactive marketing at Wilson Sporting Goods Co. "This application would enable us to better manage our online warranty registration and update process from beginning to end, allowing us to optimally service new customers through the life of their products. It would also provide us with valuable customer data to help us market to our customer base." Blue Martini monitors customer behavior across channels, triggering "dialogues" based on customer events. These include customer-triggered events, such as buying a specific brand of merchandise in a store, calling a call center with a complaint, returning a product, or searching for a particular product on a Web site.

Popular Sponsored Recommendations

Enabling Workforce Tracking and Process Optimization Through Secure Operator Authentication.

May 31, 2023
Operator identity is often a missing link in manufacturing data. To optimize plant processes, manufacturers need to know not only what machines and materials were used and at ...

Lean Manufacturing in the Age of the Industrial Internet

Oct. 24, 2023
Read how advanced MES capabilities can help you improve your labor utilization, reduce WIP, and optimize your production. Download the white paper today.

Shifting Your Business from Products to Service-Based Business Models: Generating Predictable Revenues

Oct. 27, 2023
Executive summary on a recent IndustryWeek-hosted webinar sponsored by SAP

See how 3M Enabled B2B Buyers with Trustworthy Self-Service Buying Experiences

Sept. 11, 2023
This one-pager explores the importance of enabling B2B buyers with self-service purchasing experiences that engender trust and provides insights into the steps businesses can ...

Voice your opinion!

To join the conversation, and become an exclusive member of IndustryWeek, create an account today!