12 MULTICHANNEL
DEBENHAMS INITIATES MOBILE CAMPAIGNS D
ebenhams has launched a series of SMS mobile marketing campaigns on its existing Neolane marketing
automation software platform. The initiative extends the retailer’s cross- channel marketing capabilities, now enabling both text and email marketing from the same platform. “Centralising all our enterprise-wide customer marketing on Neolane, whether mobile or email, we can conduct channel- coordinated, consistent and customer relevant communications generating high response rates and sales,” said Rob Unsworth, head of trading fi nance and commercial insight at Debenhams. “We defi ned our mobile marketing requirement, and enabled and tested the Neolane mobile component in just four weeks, allowing us to
major SMS promotion can be redeemed in store or online.
The Neolane platform tracks each
launch our fi rst campaigns in October 2010 – perfect timing for the Christmas season.” Following a major campaign encouraging
shoppers to opt-in to receive its mobile marketing messages, Debenhams has since also alerted customers to the Debenhams Sale and to many special offers and promotions. For example, a personalised, unique voucher discount code within one
customer’s response behaviour to campaigns in any channel (via email clickthroughs and text voucher redemptions for example) and drives event-triggered follow-up conversations where appropriate. This cross-channel, ‘single customer view’ data is analysed by the Neolane software to defi ne what stimulates an individual’s interest, enabling future communications from Debenhams to be ever better targeted, personalised and relevant. For all campaigns, Neolane’s clear analyses
and reporting allows Debenhams to prove which campaign ideas and customer journeys are delivering the best results, helping the retailer’s marketers to optimise return on marketing investment.
SHOP DIRECT GROUP SELECTS ORACLE
Shop Direct Group, the UK online and home shopping retailer, has selected Oracle Retail applications and technology as part of a strategic e-commerce growth initiative.
The non-store multichannel retailer
operates 11 brands including Littlewoods,
Very.co.uk and
Woolworths.co.uk.From 18% in 2005, online sales grew 19% in the last fi nancial year and now represent approximately 70% of all units sold, leading Shop Direct Group to identify the need for a fl exible core retail platform to support the changing demands of its business.
In response, Shop Direct Group recently announced it had selected an extensive Oracle footprint, comprising Oracle Retail merchandising and planning applications; Oracle applications, including the Oracle Product Hub and Oracle Application Integration Architecture; Oracle Database; and Oracle Fusion Middleware including Oracle service oriented architecture (SOA) Suite, Oracle WebLogic Suite and Oracle WebCenter Suite. Working with implementation partner IBM, Shop Direct Group expects to consolidate its master data and reporting functionality with the Oracle solutions to help provide enhanced
business visibility through a coordinated view of merchandising operations, which will help to promote greater return on inventory investment, streamline pricing decisions and improve planning and forecasting capabilities. “Shop Direct Group required a world-class core retail platform to achieve our business requirements for strategic growth,” said Carl Dawson, Shop Direct Group chief information offi cer. “We identifi ed Oracle’s solutions as key to helping us create a more effi cient and standard retail operating platform of business processes and systems to strengthen the company’s foundation for future growth.”
E-DELIVERY EXPANDS CHOICE
The 2011 Online Retail Delivery Report, sponsored by delivery management specialists MetaPack, recently put over 200 UK e-commerce retailers to the test. But this year’s fi ndings show that, while choice of delivery options is expanding, true ‘multichannel’ delivery – linking up stores, websites and customer service – within the UK and internationally, is still a way off. For example, almost 70% of retailers now
offered at least two delivery options, usually standard and next day, while 25% supported
RETAIL TECHNOLOGY JANUARY/FEBRUARY 2011
Saturday delivery. But only 17% of retailers could deliver on a nominated date and 12% support nominated time of day. And cross-channel is growing, where 19% of the retailers supported ‘collect from store,’ up from 15% last year. But 16% of the retailers failed to respond to an email about delivery.
The majority (81%) of the retailers
delivered successfully within their promised timescales and a further 77% retailers allowed the customer to track their order online.
However,42% of retailers could only
deliver to the UK and offered no overseas delivery at all and just 4% of the retailers sent a text message alert regarding the delivery.
“At the highest level, the story of online
delivery has been the movement from single carrier, to multi-carrier management, to delivery options and customer care,” said Patrick Wall, chief executive of MetaPack. “The next chapter is to move the customer care from reactive to proactive.”
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