Last year Charming Charlie opened 50+ stores in the U.S., with more planned for 2014. The company recently launched a loyalty program focused on analytics. “We launched the loyalty program roughly 9 months ago …and already have over 4 million members,” noted Hnanicek. “We now know who are best customers are and are targeting our direct mail campaigns more effectively. Our major objective for this year is: How do we tie all this data together?” The retailer is using the Manthan customer analytics platform to tie all the information together.