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Tuesday
March 4, 2008
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Recent Issues
Sponsorships, Advertising & Marketing

NHL Boosting Collection Of Customer Info On Web Site

NHL In Talks With Sponsors
About Sharing Customer Information
The NHL has been negotiating with league sponsors such as Scotiabank and Dodge to “share information about customers who come to them through NHL-related marketing,” according to Don Davis of INTERNET RETAILER MAGAZINE. NHL VP/Direct & Database Marketing Perry Cooper said that fans are “at least 50% more likely to respond when marketing messages focus on their team.” Cooper: “We have seen lifts as high as 300%.” Cooper is “scrutinizing all the interactions with fans to maximize the collection of critical data, such as name, e-mail address, and team loyalty.” Cooper said that the league has grown its customer database by 40% since last year. David reports a kiosk will soon be available in the NHL’s store in N.Y. that will allow fans to shop on the Web site, “providing another opportunity for the league to capture customer information.” Meanwhile, Cooper said that NHL.com sales are “up 35% over last year.” NHL Dir of e-Commerce Joslin Warren said that “improvements are planned for the web site before the next season starts,” including a streamlined checkout process and an enhanced site search (INTERNETRETAILER.com, 2/28).

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