Toy retailer gets smart with marketing

One of the UK’s largest toy retailers is to integrate its online and offline marketing using a marketing automation solution. The Entertainer operates 47 high street stores and the websites TheToyShop.com and TheGadgetShop.com. It is deploying SmartMarketer from SmartFocus as part of its integration initiative.

Central to the deployment will be segmentation and targeting of online marketing, with an overall goal of achieving one-to-one relationships with customers. SmartFocus replaces a previous solution which was seeing a fall in email deliverability rates. Using the new solution’s content management capabilities, The Entertainer is able to send a single email newsletter for both websites with personalised content, rather than producing two separate newsletters.

Zoe Greenall, online marketing manager for The Entertainer, says, “The SmartFocus software has increased the flexibility of our marketing considerably, removing many of the restrictions we faced, for example, broadening our ability to deliver to a wider on-line audience with Hotmail accounts.”

She adds: “Even at this early stage, campaigns are faster, cheaper and more effective. The combination of the digital expertise and service teams at SmartFocus and our use of its software are key elements of our strategy to increase marketing integration across the Company and build a strong relationship with our customer to improve marketing results.”

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