Lands' End to Incorporate Unica Marketing Suite

Lands' End, the international direct merchant and a leading Internet retailer, has selected Unica Corporation's Affinium software to automate its catalog campaigns and boost its multi-channel marketing capabilities. Unica is a leading provider of analytical CRM and marketing automation solutions.

Unica's Affinium was selected by Lands' End following a rigorous review of leading marketing automation vendors. "Ultimately, we were looking for business functionality in a system designed for marketers, not programmers," said David Johnson, vice president of direct marketing at Lands' End. "Unica's solution proved to be superior to the others. The segmentation process was more powerful than anything else on the market."

Unica's Universal Dynamic Interconnect (or UDI) was also cited as key to Lands' Ends' decision to purchase Affinium. As with many organizations, the company's data resides in multiple locations, not in a single database. UDI enables even non-technical users to extract information from any data source, including flat files. "Few other systems enable you to map to disparate sources like that. For us, that meant we could begin to use Affinium today, in parallel with the building of a datamart, which will incorporate leading practices from Unica," said Johnson. Initially, Lands' End will use Affinium to automate its traditional catalog mailings, which target both consumer and corporate audiences. With 1.3 billion dollars in sales annually, Lands' End distributes over 230 million catalogs a year. Second-phase implementation calls for Lands' End to use Affinium to drive cross-channel marketing efforts that span contact centers, e-mail, and the Web, as well as direct mail.

According to Johnson, the Unica marketing suite will be integrated with CRM solutions from other providers and play a critical role as Lands' End moves forward with the implementation of a new, enterprise-wide customer relationship management program designed to create a single-view of the customer across all channels, including the Internet.

"As early adopters of the Internet and leaders in customer service, we are committed to delivering the single-best shopping experience possible for our customers," said Johnson. "Affinium will be critical to this effort. It will enable us to analyze and leverage customer data, to understand and predict customer behavior, and to implement fine-tuned, automated marketing campaigns across all business channels."

"Increasingly, sophisticated direct marketers, like Lands' End, are turning to Unica because they know the breadth and depth of solution needed for a successful implementation," said Yuchun Lee, Unica's co-founder and CEO. "Our solutions allow direct marketers to build strong customer relationships, gain competitive advantage and experience added profitability. Unica's Affinium will enable Lands' End to meet these goals and reinforce its position as one of the country's leading marketers."

About Lands' End

Lands' End is a global direct merchant of classically-inspired clothing for men, women and children, soft luggage and products for the home, sold through regular mailings of its catalogs and Web site www.landsend.com.

Sales for fiscal year 2000 were $1.320 billion.

About Unica

Unica, a leading provider of analytical CRM and marketing automation solutions, helps innovative businesses achieve one-to-one marketing through personalized interactions at the right time, through the right channels. Affinium, Unica's modular, cross-channel marketing suite, delivers deep functionality for data mining and predictive modeling, customer interaction and campaign management, real-time personalization, and reporting. Hundreds of businesses worldwide rely on Unica's software, services, and expertise to build profitable customer relationships and achieve marketing success. Headquartered in Lincoln, Mass., Unica is privately held with offices throughout the U.S. and a network of distribution partners in Europe, South Africa, and South America. Its customers include Bank of Montreal, Fingerhut, ABN AMRO, United Parcel Service, Marriott, and John Hancock Insurance. For more information, call 781-259-5900 or visit www.unicacorp.com.

Contact Karen Seaman, KHJ Public Relations, 617-241-8000 x177, kseaman@khj.com or Beth Sulak, Unica Corporation, 781-259-5900, bsulak@unicacorp.com.