MULTICHANNEL
speed of digital image management. “There are a lot of images,” he said. “It is anticipated that Orbis MRM will integrate to many systems, which is a challenge. But the efficiencies to be gained deliver the opportunity to be faster to market across all channels in all countries.” Like Sports Direct and many other retailers,
the relationship between their suppliers and the promotions they can use to drive customer loyalty is highly interconnected. NBTY Europe, owner of health and wellbeing retailer Holland & Barrett, revealed a series of new promotional opportunities for suppliers during a briefing event earlier this year. The new capabilities are linked to the retailer’s
investment in new Oracle technology, which provides suppliers with the ability to give discounts and vouchers to customers, based on their purchasing history. Investing £16 million into the Oracle Retail
Point of Service (ORPOS) platform, which will also provide its ATG engine for the retailer’s planned e-commerce platform, to complement its existing flagship offers like the Holland & Barrett Penny Sale and Everything and Anything sales. Among the menu of marketing options
available for suppliers to use are instore video screens, bounceback coupons given at the till, targeted promotions to customer segments, website placements and use of content on e-commerce sites. The new Oracle technology will also run Holland & Barrett’s Rewards for Life loyalty card scheme, which now has more than 10 million cardholders in circulation. The retailer has been upgrading its entire
720-strong store estate to the Oracle till system at the rate of 50 stores per week – with the first new promotions going live earlier this spring. Kyle Rowe, NBTY Europe Group trading director,
stressed the importance of the new promotional integration capabilities in capitalising on new omnichannel technology benefits. “The fact we can
tell you who is purchasing your products, when they buy, how often and where they buy is a game- changer,” he said. NBTY Europe is also expecting to roll out the
Oracle system to its other brands including GNC in the UK, De Tuinen in the Netherlands and Essenza in Belgium by the end of the year. “As health and wellbeing customers become more omnichannel in their shopping habits, the ability to effectively target them with bespoke offers means marketers can be more efficient with their spend, and directly link activities to sales,” Rowe added. Even for those retailers operating purely through
a primary sales channel, while they might also need call centres and even field service reps, harnessing the power to tailor customer communications is also helping to drive more effective marketing execution. UK & Ireland online office supplies company,
Office Spot, significantly reduced basket abandonment rates using the integrated email marketing platform from Bronto Software. An automated follow-up email campaign to basket abandoners generated a 46% increase in sales conversions. The Dublin-based firm’s initial campaign
targeted customers who recently abandoned baskets to recapture lost sales and encourage further engagement. The Bronto Marketing Platform, integrated with Office Spot’s Magento e-commerce platform, played a key role in the success of the retailer’s remarketing campaign. In-house sales and marketing staff were also able
Holland and Barrett, StNeots © Matthew Power Photography
to create and edit engaging messages aligned with the brand, rather than relying on IT personnel. The software’s automated capabilities also allowed Office Spot to trigger messages to individual abandoned basket customers, rather than scheduling reminder messages manually. “Understanding why people abandoned baskets
is more important than anything else,” commented Matthew Dean, Office Spot Ireland and UK email marketing co-ordinator. “We weren’t even fully aware of our conversion rates before using Bronto and Magento.” The company is now aiming to use the Bronto and Magento integration to create a complete lifecycle marketing strategy including triggered reminders of relevant customer purchases.
“Building the idea that our brand is more than
just an office supply company is crucial to us,” added Dean. “Email is a great way to put this right in front of people, while at the same time catering to their individual interests.”
30 Spring/Summer 2014
www.retailtechnology.co.uk
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