One of the UK’s oldest luxury retailers, Smythson of Bond Street, has announced its partnership with omnichannel customer engagement specialist Emarsys. The Emarsys platform will allow Smythson to deliver unique personalised experiences across every channel, in all nine of the languages their customers speak.
Emarsys will centralise data from the brand’s 150,000+ customers, automating analysis and allowing for automated delivery of personalised digital marketing campaigns through every channel. Freeing up time and resources for its marketing team that will ripple out across the company, this automation will allow for Smythson to place ever-greater focus on its strategies for growth and international expansion.
The holder of three royal warrants, Smythson has offered high quality British craftsmanship in luxury stationery, leather goods, diaries, and fashion products for over 130 years — serving royalty, prime ministers, and celebrities. Smythson offers bespoke, personalised products to customers around the globe, and was seeking to replicate that personalisation across all of their marketing communications.
The enduring popularity of the brand, along with the clear scope for growth in dynamic high-value markets such as the US, meant that Smythson was ready to move beyond its existing email service provider Bronto — embracing a total marketing solution instead. The need to create an engaging customer experience in different languages led to the move to Emarsys, which offers a multi-language feature incorporating several languages.
Frank Sendler, digital marketing manager at Smythson, said: “After an intensive three-stage selection process for choosing our new marketing solution — with ten suppliers in the field — we found that Emarsys stood in a category of its own. Emarsys is the only platform capable of delivering personalised marketing communications in nine different languages across nine different regions, with no disparities in quality.
“Once we witnessed the multi-language capacity of the platform, and the 360-degree customer view that it provides, we were sold. We can’t wait to get fully integrated and start engaging our customers in new and exciting ways, powering our next phase of growth.”
Sara Richter, CMO at Emarsys, added: “Upgrading from an email service provider like Bronto to an omnichannel solution like Emarsys is a natural evolution. This is especially true given how consumers increasingly enjoy shopping on multiple devices, exploring new brand touchpoints while expecting a consistent level of personalisation.
“As an historic, beloved brand, Smythson understands the importance of keeping pace with customer expectations and preferences — offering 1:1 communication wherever they like to shop, driving long-lasting loyalty, no matter where they reside or what language they speak.”