Fueled by Customer Insight, Combined Company to Unlock Revenue Potential of Multichannel Marketing

BURLINGTON, Mass. & LONDON, May 03, 2010—Extending its ability to help marketers deliver the most relevant     customer communications, e-Dialog, a GSI Commerce  Marketing Services division, today announced it has acquired MBS,  an     established database marketing solutions provider, from World Marketing     Inc. MBS offers a unique mix of knowledge-based marketing services and     solutions that help marketers innovate, advance, and automate their     marketing efforts for greater return on their investment.

The acquisition of MBS strengthens e-Dialog’s distinctive position of     providing marketers with an operational, multichannel view of the     customer in order to understand customer behavior and preferences in     real time. This will reveal the best opportunities for consumer     engagement and enable marketers to conduct highly relevant customer     interactions that lead to increased customer loyalty across all channels.

“Smart marketing decisions must be backed by strategic insight into     consumer purchase history and preferences,” said John Rizzi,  president     and CEO of e-Dialog. “MBS’ deep database marketing expertise and     established solution is the perfect complement to our ability to turn     complex customer data into productive marketing campaigns. Clients can     now get everything they need to consistently deliver a personalized     customer experience across multiple channels from one source— e-Dialog.”

With the acquisition of MBS, e-Dialog will offer clients a powerful     underlying database engine that reveals consumer behavioral patterns to     help marketers engage their customers in relevant conversations through     e-mail, direct mail, mobile devices, social networks, e-commerce,      telemarketing, and at the point-of-sale. In addition, it will enable     e-Dialog to provide advanced reporting and analytics that centralize     customer insight across channels, which is essential to delivering an     enterprise-class marketing suite.

Carol Davis, vice president, Direct to Consumer, Hanesbrands Inc.      commented, “MBS has been instrumental in our ability to effectively     engage our customers and drive sales. They have helped us improve our     customer’s experience with our brands and we view them as a key     strategic partner. The marriage of MBS and e-Dialog will greatly advance     our capabilities to create a true one-on-one conversation with our       customers.”

“At MBS, the value of our solution is simple—we enable our clients to       be more insightful marketers,” said Lissa Napolillo, president of MBS.      “Our goal is to deliver a truly holistic view of the customer to our     clients. Combined with e-Dialog’s offering, we can now put real-time     information about consumer behavior in marketers’ hands so they can     adapt and evolve their strategies to deliver highly targeted,      opportunity-rich consumer dialogues across multiple channels. As a       result, this will deliver better conversion results as well as increased     customer acquisition, retention and value.”

Under the agreement, e-Dialog will acquire privately held MBS for     approximately $22.5 million cash. MBS will operate as a subsidiary of     e-Dialog. Its executive team will remain intact and report to e-Dialog     CEO, John Rizzi.

MBS was advised by Petsky Prunier LLC, an investment bank providing M&A     and private placement advisory services to companies in the marketing     service, marketing technology and interactive advertising industries.

About e-Dialog

Established in 1997, e-Dialog is a proven provider of intelligent e-mail       marketing solutions. Through a unique combination of strategic services     and relevance enabling technologies, e-Dialog empowers marketers to take     meaningful action on their data in order to deliver contextually     targeted communications to customers. Some of the world’s most     recognized brands, including AirTran Airways, Avis Budget Group,  Boots,      British Airways, CBS, CVS/pharmacy, Nintendo, the NFL, PETCO,  Reuters,      the Royal Bank of Scotland group of companies, and The TJX Companies,      have partnered with e-Dialog to enhance their permission-based e-mail     marketing efforts and maximize long-term customer value.

e-Dialog is one of the only e-mail service providers consistently     recognized by the top analyst firms for both outstanding service and     first-class technology. In September 2006, e-Dialog was the first e-mail     service provider to achieve certification for ISO 27001:2005, the global     information security standard. e-Dialog, with offices in Boston,  London,      New York, and Seattle, is a wholly owned subsidiary of GSI Commerce Inc.      /quotes/comstock/15*!gsic/quotes/nls/gsic (GSIC 26.77, -0.04, -0.15%) . For more information, visit www.e-dialog.com.

About MBS

MBS offers a range of outsourced direct marketing services, including:      strategic services for goal setting, measurement, and meaningful data     identification and patterning; analytical solutions that help clients     optimize marketing program response, revenue and efficiency;  customized     database solutions enabling marketers to access a holistic view of a     customer’s multichannel activity; and customer data integration     services, including merge/purge, address hygiene and proprietary     processes. Founded in 1967, MBS has longstanding relationships with many     of the world’s leading multichannel retailers, including: Tiffany & Co.,      Things Remembered, Bloomingdale’s, David Yurman, and Brooks Brothers.      For more information, please visit www.mbsinsight.com.

About GSI Commerce

GSI     Commerce(R) is a leading provider of services that enable e-commerce,      multichannel retailing and interactive marketing for large,      business-to-consumer (b2c) enterprises in the U.S. and internationally.      GSI delivers customized solutions through an e-commerce platform,  which     is comprised of technology, fulfillment and customer care and is     available on a modular basis or as part of an integrated,  end-to-end     solution. The company offers a full suite of interactive marketing       services through two divisions, TrueAction(TM) and e-Dialog.  Additionally,      GSI provides brands and retailers a platform for online private sales     through RueLaLa.com.

Forward-Looking Statements

This news release contains forward-looking statements within the meaning       of the Private Securities Litigation Reform Act of 1995. All statements     made in this release, other than statements of historical fact,  are     forward-looking statements. The words “anticipate,” “believe,”      “estimate,” “expect,” “intend,” “may,” “plan,” “will,” “would,”      “should,” “guidance,” “potential,” “opportunity,” “continue,”  “project,”      “forecast,” “confident,” “prospects,” “schedule” and similar expressions     typically are used to identify forward-looking statements.      Forward-looking statements are based on the then-current expectations,      beliefs, assumptions, estimates and forecasts about the business of GSI     Commerce. These statements are not guarantees of future performance and     involve risks, uncertainties and assumptions which are difficult to     predict. Therefore, actual outcomes and results may differ materially     from what is expressed or implied by these forward-looking statements.      Factors which may affect GSI Commerce’s business, financial condition     and operating results include the effects of changes in the economy,      consumer spending, the financial markets and the industries in which GSI     Commerce and its clients operate, changes affecting the Internet and     e-commerce, the ability of GSI Commerce to develop and maintain     relationships with strategic partners and suppliers and the timing of     its establishment, extension or termination of its relationships with     clients, the ability of GSI Commerce to timely and successfully develop,      maintain and protect its technology, confidential and proprietary     information, and product and service offerings and execute     operationally, the ability of GSI Commerce to attract and retain     qualified personnel, and the ability of GSI Commerce to successfully     integrate its acquisitions of other businesses and the performance of     acquired businesses. More information about potential factors that could     affect GSI Commerce can be found in its most recent Form 10-K,  Form 10-Q     and other reports and statements filed by GSI Commerce with the SEC. GSI     Commerce expressly disclaims any intent or obligation to update these     forward-looking statements.

SOURCE: e-Dialog

e-Dialog Media

Jean Borgman, 781-869-2008 
SI Commerce, Inc.

Steve Somers, CFA, 610-491-7068

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