September 12, 2018

West Marine Extends Partnership with Yes Lifecycle Marketing to Support New Marketing Focus and Drive Growth

CHICAGO — September 12, 2018Yes Lifecycle Marketing today announced that West Marine, the premier retailer for boating, fishing, sailing and paddling gear, is extending its partnership with the vendor. The renewed engagement includes the use of Yes Lifecycle Marketing’s multichannel marketing communications platform Yesmail360i and the vendor’s database and analytics platform, Marketzone, which West Marine will utilize to engage its core audience of boaters and expand its B2B business, West Marine Pro.

West Marine initially partnered with Yes Lifecycle Marketing in 2014 for its database and email marketing platforms as well as its strategy and analytics teams that helped the brand design and execute an insights-driven marketing strategy. In addition to this on-going engagement, Yes Lifecycle Marketing now provides West Marine with practical segmentation solutions to empower its local, store-level marketing efforts and enhance its loyalty program, West Advantage, with deeper insights.

“Four years ago, we were looking for a new database partner and a trusted advisor with a proven record in strategy and analytics. We found both in Yes Lifecycle Marketing,” said Rick Jess, senior vice president of merchandising and marketing, West Marine. “Yes Lifecycle Marketing remains an indispensable partner as we shift our audience focus and set out to be the best possible resource for boaters and local boating communities. We look forward to this new chapter in our partnership.”

Since they started leveraging Yes Lifecycle Marketing’s database platform for more sophisticated targeting and transitioned its loyalty program into a digital model, West Marine has seen an 18% increase in the number of online shoppers. In addition, with the help of Yes Lifecycle Marketing, West Marine was able to tap into its comprehensive customer data to deliver more relevant communications that address specific customer needs and actions which drove a 34% year-over-year increase in email engagement.

“We are excited for this new opportunity with West Marine as they refine their marketing goals and re-invent the strategies to achieve them,” said Sumit Bhalla, senior vice president of client services at Yes Lifecycle Marketing. “We are thrilled to provide West Marine with the solutions and services they need to engage boaters at every stage of the lifecycle – from awareness, through consideration, conversion and advocacy.”

“Marketers need a technology partner who can easily adapt to their evolving needs and objectives and provide the tools that lead to success,” said Jim Sturm, president of Yes Lifecycle Marketing. “Yes Lifecycle Marketing’s database and cross-channel communication platforms as well as our outstanding agency services teams empower brands like West Marine to translate their data into actionable insights and transform their vision into ready-to-execute programs poised to deliver meaningful customer experiences across channels.”

For more information about Yes Lifecycle Marketing’s multichannel marketing platform and what it can do for your brand, click here.

About Yes Lifecycle Marketing

Yes Lifecycle Marketing provides solutions that orchestrate multichannel marketing communications to drive results and revenue. This is accomplished by leveraging technology, data, analytics, creative, and strategy to activate and optimize insights-driven, real-time, relevant communications. This holistic approach gives marketers the ability to source a full-service offering of best-of-breed technology and solutions from a single vendor in order to achieve their desired outcomes across all on and offline channels. To learn more, call 1-877-937-6245, email [email protected] or visit

About West Marine

For more than 50 years, West Marine has been the premier retailer of boating, fishing, sailing and paddling gear. With nearly 250 stores located in 38 states and Puerto Rico and an eCommerce website reaching domestic, international and professional customers, West Marine is recognized as a leading resource for cruisers, sailors, anglers and paddlesports enthusiasts. West Marine associates share the same love for the water as our customers and provide helpful advice on the gear and gadgets they need to be safe and have fun. To learn more about West Marine, please visit the West Marine website at

About Infogroup

Infogroup is a leading provider of data and data-driven marketing solutions. Infogroup provides data, technology and services that help marketers acquire new customers and maximize the value of existing relationships. The company’s data and marketing solutions help clients of all sizes, from local SMBs to FORTUNE 100™ enterprises, increase sales and customer loyalty. Infogroup provides both digital and traditional marketing channel expertise that is enhanced by access to our proprietary data on 280 million individuals and 24 million businesses. For more information, visit

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