Merkle (www.merkle.com ), a leading customer relationship marketing (CRM) firm and the nation’s largest privately-held agency, announced it has been selected by Eddie Bauer to manage the premium clothier’s CRM activities including marketing database, Email Marketing, campaign management and analytics. The relationship is illustrative of Merkle’s focus on serving the unique needs of the specialty retail industry. The agency is the largest provider of full-scale CRM solutions for the sector.

 Merkle’s relationship with Eddie Bauer is multi-faceted, including the build-out of the company’s connected CRM database, which integrates data from multiple channels and media touchpoints. Merkle will also manage catalog service bureau and campaign processing services for Eddie Bauer, providing a full suite of advanced integration technology services through its IntelliDRESS®, IntelliMERGE® and IntelliBASE® solutions.

 “As our multi-channel marketing efforts progress, we were looking for a partner who could help Eddie Bauer integrate data from catalog, email and other offline and digital interactions; and then use advanced analytics to create insights that give us a 360-degree view of our customers’ needs, preferences and value,” said Eddie Bauer senior vice president of  Marketing, Ecommerce and Creative, Adam Diamond. “We chose Merkle because of the team’s deep expertise in the specialty retail sector, and their ability to support Eddie Bauer’s move from a campaign-oriented model to one that is customer-centric in its approach. We are also impressed by Merkle’s ability to work as an integral part of our multi-faceted CRM team, which consists of an in-house marketing group, as well as other external partners.”

 “We are proud to be one of Eddie Bauer’s key service providers,” said Rod Ford, general manager for Merkle’s specialty retail practice. “It is anchor brands like Eddie Bauer – with market prominence in every channel, from brick and mortar to catalog to web and other digital media – who benefit most from a truly integrated, customer-centric strategy. It is our privilege to partner with them to deploy our specialty retail connected CRM platform that will help them maximize relationships with their most valuable customers.” 

 About Eddie Bauer

 Established in 1920 in Seattle, Eddie Bauer is a specialty retailer that sells sportswear, outerwear, gear and accessories for the active outdoor lifestyle. The Eddie Bauer brand is a nationally recognized brand that stands for high quality, innovation, style and customer service. Eddie Bauer products are available at approximately 338 stores throughout the United States and Canada, through catalog sales and online at eddiebauer.com. Eddie Bauer is proud to be named a J.D. Power 2011 Customer Service Champion and is only one of 40 companies so named in the U.S. Eddie Bauer employs part-time and full-time associates in the United States and Canada, and is headquartered in Bellevue, Washington.