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One of the country's oldest mail order companies is replacing its legacy marketing analysis systems with a business intelligence solution from Business Objects.

The Orvis Company will use the system as the analytics and reporting interface for the company's multichannel retailing operations. Traditionally known for its fly-fishing products and services, Orvis also sells clothing, home furnishings and accessories internationally through retail stores, catalogs and its Web site. BusinessObjects Set Analysis, an analytics engine, will allow Orvis to track customer behavior and monitor buying patterns.

"We needed a business intelligence solution that was scalable, easy-to-use and flexible enough to adapt to our ever changing business needs," says John Rogers, director of catalog marketing at Orvis. "Implementing the solution will help us increase our customer loyalty by allowing us to learn more about our customers and how best to service their needs. In addition, the solution will enable us to optimize our performance by helping to reduce our marketing and advertising costs while increasing sales."

According to a recent news release from Business Objects, Orvis will be able to identify and segment key customers and track their spending habits over time and by geography. Sales performance can be analyzed by category, such as holidays or seasons, to see where there is increased demand for certain products. The results will help Orvis optimize future investments in advertising, e-mail marketing campaigns and various cross-promotional activities.