Frederick's of Hollywood s Linda Lore Keynotes at ACCM 2009 in New Orleans
May 6, 2009 — The 26th Annual Conference for Catalog and Multichannel Merchants (ACCM), co-produced by the Direct Marketing Association (DMA) and Multichannel Merchant opened the final day of programming today with a keynote presentation by Linda LoRe, president and chief executive officer of Frederick’s of Hollywood entitled “Bringing $exy Back: How Frederick’s of Hollywood Transformed and Thrived.”
Since 1999 LoRe has revitalized and re-launched the Frederick’s of Hollywood brand, overseeing their chapter 11 re-organization and much-lauded 2003 emergence, securing the company’s strongest growth period in over 10 years.
LoRe’s keynote took attendees on Frederick’s of Hollywood’s journey beginning with siloed channels and completely different organizations for their stores, catalogs, and website. Taking hold of a fledgling company, LoRe transformed it into a true multichannel retailer that currently receives over 15 million unique visitors on its website per year and continues to see high response rates from their catalogs.
Two important factors in the company’s turnaround were customer data and a clear brand identity. Under LoRe’s leadership, all of Frederick’s of Hollywood’s customer data was consolidated into one multichannel database, where her team began to understand the purchase behavior of their customers, both in- and outside their establishment.
In turn they increased relevancy to their customers by knowing and communicating what she wants, when she wants it, and what channel she prefers to shop in. They also increased their response rates 10 – 25 percent through targeted campaigns. By knowing their customer and exactly how to market to her, Frederick’s of Hollywood has taken their brand to new heights. Over the past four years more than 100 celebrities have been participating in their Lingerie Art Auction and Fashion Show, making it one of Hollywood’s hottest annual events.
Co-produced by the Direct Marketing Association and Multichannel Merchant, the Annual Conference for Catalog and Multichannel Merchants (ACCM) is the largest gathering of multichannel marketers who use catalogs, transactional websites, and retail stores to reach their customers. ACCM is an annual event which brings together multichannel professionals from a wide breadth of job functions and seniority levels for four days of education, access to new products and services, and peer networking.
About Multichannel Merchant
Multichannel Merchant is the leading information source for senior-level executives at catalog, online, retail and b-to-b merchants. Our suite of print, online and event services takes these industry professionals to the heart of multichannel retailing, helping them stay on top of tactics and techniques that are crucial to improving market share and profitability—while integrating front-end and back-end operations and everything in between. Our editors provide the expert strategic advice and practical techniques that operations professionals urgently need to improve efficiencies, productivity, cost savings, and customer service covering the entire fulfillment process—from the moment an order is entered to its delivery at the customer’s doorstep. For more information, visit http://www.multichannelmerchant.com.
About Direct Marketing Association (DMA)
The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents more than 3,400 companies from dozens of vertical industries in the US and 48 other nations, including half of the Fortune 100 companies, as well as nonprofit organizations.
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