Brooks Brothers Adds Value through Advanced Testing: Monetate Helps the Retailer Optimize Its Web Site and Fine-Tune Its Campaigns

By Aquino, Judith | CRM Magazine, June 2012 | Go to article overview

Brooks Brothers Adds Value through Advanced Testing: Monetate Helps the Retailer Optimize Its Web Site and Fine-Tune Its Campaigns


Aquino, Judith, CRM Magazine


[ILLUSTRATION OMITTED]

As the self-proclaimed oldest clothing retailer in the United States, Brooks Brothers takes pride in its long history of offering well-tailored suits and being attuned to the needs of its customers.

The company, for example, introduced the concept of ready-to-wear suits to pioneers of the California Gold Rush, who did not have time to wait for a tailor. Brooks Brothers also introduced ready-made button-down polo shirts, polo coats, lightweight summer suits, and other designs that were innovative for their times.

But in the age of advanced technology, Brooks Brothers needed an additional edge, which they could achieve by employing testing capabilities and analytics to better understand their customers and accurately target their marketing campaigns and products.

Cindy Lincks, Brooks Brothers' director of analytics, says she and her team had been conducting their own consumer tests in-house, but the effort was time-consuming.

"We had difficulty with being able to run the tests smoothly and get [them] off the ground. One of the challenges we had was making sure the message was consistent," Lincks recalls.

Having heard good things about Monetate, a Web site testing and ad services provider, Lincks contacted the vendor.

It didn't take long before Lincks knew that Monetate was the right fit for her company's needs.

"Many salespeople tell you [they] can get you live in just a day or a week. Many times that's not the case," Lincks notes. "Literally after we signed the contract, we had a welcome email in my inbox with a [Monetate Express] Tag that we had to put on our site and we were up and running."

Lincks had selected the Monetate Agility Suite, a cloud-based platform that is installed on the client's Web site with one line of code that allows marketers to test specific segments of its audience and make instant changes to its Web site based on real-time data results.

In addition, Monetate also provided Lincks with a team of e-commerce professionals who work as an extension of her marketing team. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Brooks Brothers Adds Value through Advanced Testing: Monetate Helps the Retailer Optimize Its Web Site and Fine-Tune Its Campaigns
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.