Brooks Brothers Acts on Reporting Data to Increase Sales of Women's Wear

Clickthrough data analysis helps retailer fill in the blanks about its customer demographics and accurately target across genders.

Brooks Brothers, America’s oldest clothing retailer, was focused on ways to increase sales in its women's clothing line. Although Brooks Brothers collected email addresses through opt-in processes, many subscribers had not self-identified their gender, leaving the clothing retailer unable to determine accurately which of its subscribers were men and which were women. Also, Brooks Brothers did not want to alienate its customers for men's apparel by sending them a woman-focused email, so it decided to cut gender-based segments from its database utilising email response data.

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