The Entertainer triples email revenues

The Entertainer triples email revenues

The Entertainer is reporting a 3x increase in email revenue and 120 per cent lift in mobile sales following its implementation of The Message Cloud, a digital marketing platform from Smart Focus. The Message Cloud has enabled the retailer to benefit from personalisation and segmentation in its marketing. and achievement of single view of customers from one platform and which enables real time connection.

With a single customer view, The Entertainer can power smarter emails tailored for specific personas. These real time emails drive contextualised messages relevant to each individual, which has hidden complexities as the consumer (the child) is not the buyer (the adult). Using advanced algorithms to address the complex buyer personas has enabled significant increases in its results.

Rob Wood, head of online at The Entertainer said ” We tripled our email revenue last year compared to the year before, which is a brilliant result for us and something we are really happy with. We’ve used the same database – it’s not like we have massively growth the database. All we have done is send better messages to the same people and got a better result from that.”  Other achievement include a doubling of email open rates, a 44 per cent increase in click-through rates, a 120 per cent increase in mobile sales and a 60 per cent increase in returning shoppers together with a significant rise in average order values.

The Entertainer is the UK’s largest high street toy retailer with 120 stores and thetoyshop eCommerce site.


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