Global Gardening Retailer Bakker Hillegom Utilizes Unica’s Interactive Marketing Software

Amsterdam, Netherlands – February 1, 2011 – Unica, an IBM Company and a recognized leader in marketing softwaresolutions, today announced that Bakker Hillegom, Europe’s largest home-shopping gardening specialist, has selected Unica’s interactive marketing software to integrate its online and offline marketing initiatives.

This leading exporter of garden products, including the world-famous Dutch flower bulbs, is servicing its customers using offline media, such as catalogs, as well as local websites in 19 countries across Europe. As more of its customers now research and purchase online, Bakker needed a solution that effectively combines both online and offline channels. With Unica, the company is now able to develop better integrated and personalized communication for its vast European client base.

“We’ve provided our customers with quality service for more than 60 years and have experienced, first-hand, the evolution of marketing. With the continued proliferation of channels and increasing amounts of data, we needed powerful interactive marketing tools that leverage this data,” said Frans Jacobs, CEO, Bakker Hillegom. “With Unica, we are able to maximize our marketing efforts and ultimately increase online and offline conversion and revenue growth.”

Bakker is implementing Unica’s category-leading campaign management solution, Unica Campaign, as well as Unica Interact to enhance real-time customer experiences online. Bakker is also implementing Unica Marketing Operations to streamline marketing processes, and Unica NetInsight to gain deeper insights into online behaviors. With Unica, Bakker will be able to drive multi-channel, multi-wave marketing campaigns.

“Bakker understands the tremendous value that interactive marketing technology provides—greater insight, which results in more relevant and meaningful communication to customers,” said Marcel Holsheimer, vice president, Marketing EMEA & APAC, Unica. “Unica enables leading retailers like Bakker to present personalized, relevant, and consistent marketing messages across all channels.”

About Unica

Unica, an IBM Company, is a recognized leader in marketing software solutions. Unica’s advanced set of enterprise marketing management and cloud-based marketing solutions empowers organizations and individuals to turn their passion for marketing into valuable customer relationships and more profitable, timely, and measurable business outcomes. These solutions integrate and streamline all aspects of online and offline marketing. Unica’s unique interactive marketing approach incorporates customer analytics and web analytics, centralized decisioning, cross-channel execution, and integrated marketing operations. More than 1,500 organizations worldwide depend on Unica for their marketing management solutions.

Unica is headquartered in Waltham, Massachusetts with offices around the globe. For more information, visit www.unica.com.

Note to Editors: Copyright 2011 Unica Corporation. Unica, the Unica logo, and NetInsight are registered trademarks of Unica Corporation. All other product names, service marks, and trademarks mentioned herein are trademarks of their respective owners.