DoubleClick Enhances Abacus B2C Alliance for Retailers

DoubleClick Enhances Abacus B2C Alliance for Retailers - New Initiatives Include the Launch of RetailResponse, Designed to Provide Better Direct Marketing Results for Retailers - NEW YORK, Jan. 18 /PRNewswire-FirstCall/ -- DoubleClick Inc. (NASDAQ:DCLK), the leading provider of solutions for marketers, advertising agencies and web publishers, today announced several enhancements to its Abacus B2C Alliance, including the creation of a group within Abacus that will specifically focus on the needs of store-based retailers, and the launch of RetailResponse, which allows retail direct marketers to better target potential buyers within geographic areas such as store trading areas. RetailResponse, a new product developed specifically for retail members of the Abacus B2C Alliance, improves the results of high-volume mailings by isolating historical retail buyers within a geographic area, and as such allows retailers to refine the focus for each mailing providing them with maximum reach at lower costs, with the potential for higher response rates than through traditional compiled or residential lists. In addition to launching RetailResponse, DoubleClick has enhanced the Abacus B2C Alliance to better use purchase data across channels such as stores, websites and call-centers. With marketers increasingly focusing on multi-channel shoppers, these enhancements will allow them to better understand their customer base and better identify lucrative buyers, not only in their trade areas, but also across their call-center and web channels. Furthermore, retailers can employ cross-channel purchase data to drive traffic from their website and direct mailings to their stores, and vice versa. The Abacus Alliance contains more than 100 traditional retailers and many of the top-100 specialty retailers. Companies such as Pottery Barn leverage the Abacus Alliance to support both their prospecting and retention initiatives. "We look to Abacus not only to help us find new retail customers, but also to maximize retail sales from older portions of our customer database that our modeling couldn't identify as a household to mail," said Cindy Van Horne, Director of Direct Marketing at Pottery Barn. "Today's announcement is further demonstration of Abacus' continued focus on the needs of companies such as ours." "While the Abacus Alliance has been focused on the needs of catalog and specialty retailers for over a decade, today's announcement demonstrates our commitment to delivering world class products that can truly change the rules of the game for brick-and mortar retailers," said Steve Tinlin, Senior Vice President at Abacus, a division of DoubleClick. "Our unique combination of comprehensive purchase data, proprietary modeling techniques and location- based targeting enables retailers to leverage the power of purchase data to improve their direct marketing response rates and sales-per-piece." About DoubleClick Inc. DoubleClick is the leading provider of solutions for marketers, advertising agencies and web publishers to plan, execute and analyze their marketing programs. DoubleClick's online advertising, email marketing and database marketing solutions help clients yield the highest return on their marketing dollar. In addition, the company's marketing analytics solutions help clients measure performance within and across channels. DoubleClick Inc. has global headquarters in New York City and maintains 22 offices around the world. CONTACT: Dave Frankland DoubleClick 212.381.5629 dfrankland@doubleclick.net Source: DoubleClick Inc. CONTACT: Dave Frankland of DoubleClick, +1-212-381-5629, dfrankland@doubleclick.net Web site: http://www.doubleclick.com/ ------- Profile: International Entertainment