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Testimonials & Case Studies
TD Retail Card Services
Retailers have a tough job in today's challenging markets. One of the powerful tools at their disposal is the private label credit card. This powerful tool enables their customers to buy product while helping the retailer maintain a long-term relationship with each individual customer. TD Retail Card Services (TD RCS), the private label credit card division of Toronto-Dominion (NYSE: TD), is an emerging powerhouse in this fast growing market.
Retailers offer private label credit cards for a variety of reasons—marketing is one of the most critical. Customers who own a private card are more likely to buy products, read advertising, and visit the store. In short, a private card is a ticket to a higher lifetime value customer. TD RCS has moved aggressively to partner with their retail clients to help them realize the value from credit-based marketing.
TD Retail Card Services looks to maintain rapid growth in the years ahead. They start with a core credit product that is full-featured and reliable. Like every healthy company, they understand that everything starts at the core, and TD RCS has established itself as an emerging leader. They already serve well over 100 clients that include operations in both the U.S. and Canada. Their ability to cover both countries is one of their unique differentiators.
But TD RCS also understands the importance of marketing programs to provide the special value that differentiates themselves from their larger, but less flexible competitors. They offer each of their customers a chance to design a marketing program that consists of a combination of direct marketing and statements inserts that deliver measurable results.
Driving marketing programs to this large and diverse customer base is a big production and requires powerful technology and reliable production processes. To meet this challenge, TD RCS chose multi-channel campaign management technology from Entiera. With Entiera, they harvest value from their database by selecting and segmenting customers so that marketing activities deliver the maximum value.
Patrick Housel, a veteran of database marketing at major retailers such as Macy's and now the Vice President of Marketing at TD RCS, talked about their decision to use Entiera to power their database marketing efforts: “I understood the importance of moving beyond our cumbersome manual process that we had in place when I arrived here. Entiera met our requirements at a price point well below that of the established marketing automation vendors. In addition, Entiera provides complete scalability, from a data, performance and functional perspective as we continue to grow our business.”
Entiera's product offering that includes database management, campaign management, and reporting, will continue to enable TD RCS to provide strategic differentiation to its merchant retailer base. Rapid growth requires continued innovation and development of even better marketing programs. The marketing group at TD RCS continues to work with the Entiera product and account team. For example, TD RCS will be expanding its marketing programs to also take advantage of interactive and event-triggered marketing capabilities provided by Entiera's new release 4.0 platform.