News
MindWare
Southern Co-operative
exits UK
enters home shopping
market with Xest
After relaunching its The Southern Co- The Southern Co-
British operations in operative, which has more operative recruited a
time for Christmas than 150 outlets, primarily separate management
2008, MindWare now food retailers, across team specifi cally
seems to be exiting southern and middle for its expertise in
the UK. The US-based England, has launched a home shopping. Xest
educational-toys home shopping offering managing director
cataloguer contracted targeting the grey market. Andrea Dipple was
Granby Marketing Co-operative Xest sells hired in March 2008,
Services to handle mobility products and having previously
its order fulfi lment other daily-living aids. worked at over-50s
and customer service It is supported by This holiday and insurance
last September. The Morning agony aunt specialist Saga
UK website reopened Denise Robertson, who developing its home
for business after a will host an event on the shopping propositions,
temporary shutdown company’s behalf during Carers Week including its fi rst
during the summer this month. transactional website.
while operations were A strategic review of the cooperative The Xest spokesperson declined
relocated to Granby’s society led to the launch of the brand. to disclose how many catalogues
facilities, and the company mailed a print catalogue. “Xest conducted extensive market and were printed and to whom they were
As of late May, the business, which began operating competitor analysis,” says a spokesperson, distributed, but clearly the business has
in Britain six years ago, had a notice on its UK website “talking to in excess of a thousand invested heavily in consumer PR and
informing customers that “MindWare no longer markets potential customers” prior to its launch. It promotional activity. As well as obtaining
direct to consumers in the UK, but you can fi nd our appointed Rise Communications and its Robinson’s endorsement, Xest has
brainy products at fi ne retailers and cataloguers”. A call to creative partner Devilfi sh to build a brand appointed a PR agency, booked adverts in
customer services was answered with an automated message identity that reinforced positivity and national media, engaged in pay-per-click
asking callers to email their queries. At press time neither independence, as is evident from Xest’s online advertising, and launched a direct
Granby nor MindWare could be reached for comment. tagline, “life to the full”. marketing campaign.
Client wins
Women’s fashion retailer LK Bennett Design UK was appointed by fashion
selected the SmartMarketer E-channel brand Maria Grachvogel to relaunch its
5.0 solution from SmartFocus Digital to website, which was due to go live by the
manage its email marketing campaigns. end of May.
Online jewellery boutique Astley Clarke,
garden and outdoor living specialist
GardenXL, hosiery website MyTights,
fashion retailer Ness Scotland Clothing
Company, homewares brand Wallace
Sacks, and Admor, a supplier of
administrative equipment to dental
Seeds and plants cataloguer Suttons practices, have all selected the
relaunched its website on Exact OrderActive direct commerce system Sailing and country-lifestyle brand
Abacus’s 3EX.NET ecommerce from MNP. Musto went live with an ecommerce site
platform. The new site provides real- designed by BT Fresca. Musto, which
time integration with the back-offi ce Bouncy Happy People, a seller of also wholesales its ranges to specialist
order processing system and a content trampolines and outdoor toys by mail retailers, says it will continue to support
management system that gives Suttons order, has launched a website designed, its retail base with investment in cross-
increased control of the site. built, and hosted by Screen Pages. promotions on the website.
4
Catalogue e-business www.catalog-biz.com
ceb 170.indd 4 26/10/09 19:18:19
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