10
MULTICHANNEL
MOBILITY STREAMLINES
A SUIT THAT FITS.COM
A
Suit That Fits.com, the world’s fi rst
online hand-tailored suit company,
required a cost-effective mobile
communications package for its multichannel
business.
“Communication is at the heart of
everything we do. As a growing business,
and particularly in today’s tough economic
climate, we needed to fi nd the a mobile
communications package that would allow us
to continue working the way we do, without
worrying about cost,” said Warren Bennett, A
Suit That Fits.com co-founder.
The business is using Google’s G1 Android
handsets on T-Mobile’s Business 1-Plan tariff,
which allows the company to share a tailored
allowance of minutes, text and data across a
number of users.
Bennett added: “We use the whole suite
of Google applications, and being able to means we are more productive, but also that, rather than having to spend time with the
receive push-emails, use synchronised work should we need to, we have the fl exibility to customer searching through the website for
calendars and access all our contacts located leave the offi ce earlier and work on the way the right image.
online in the Google ‘cloud,’ means that we home,” he added. Bennett said: “Customers appreciate the
never waste a minute. The company has also been piloting personal touch and shareAnywhere gives
“Being able to respond to our customers’ T-Mobile’s shareAnywhere application to give our staff in the fi eld the added ability to
emails instantly, even if we’re sitting on a train its sales team or those back in the offi ce the quickly prepare a presentation tailored to the
on the way to work or visiting one of our ability to pick and choose images of different individual customer, without having to return
stores has proved invaluable. This not only suits according to customer preference, to the offi ce.”
BEST OF THE BEST EMBRACES
EMAIL TO DRIVE GROWTH ONLINE
Richard Bewley, Best of the Best online personalised correspondence to each one transactional module helps us to fully brand
marketing manger told Retail Technology of our customers. and personalise our email messages. This
how a multichannel approach to customer “But all of this work would be made gives us total control over the timing and
contact has driven growth online. redundant without effective email segmentation of our campaigns. We have
“With a quarter of a million registered communication. And our email platform, the ability to segment customer data by
users, we understand the importance powered by StrongMail, is providing just that. spend, activity and usage meaning that, while
of building strong relationships with our By effective, I mean high relevancy and high we may be sending millions of emails each
customers. Although you may know us from deliverability. For us, maximising deliverability month, each message can be closely tailored
our supercar competitions at UK airports, is of utmost importance, as any email that to the specifi c needs and behavioural profi le
25% of our business is done online,” he said. goes undelivered can result in lost revenue. of each recipient, ensuring a truly personal
“To this end, we have recently undergone Having invested so much in the new website, experience.
a website overhaul, which among other we’re also relying on email to be a major “The next step is to start looking at
benefi ts, allows us to make greater use of catalyst for future revenue growth. StrongMail’s social media solutions,” he
tools such as search engine optimisation “To achieve this, we are using StrongMail added. “With these crucial elements now
(SEO). The new website also helps us do a On-Demand, which is designed for in place, we hope to soon become known
much better job of tracking customer data, marketing and transactional email and for our online presence as much as our
so we can now send much more highly offered as a dedicated, hosted system. The presence in airports.”
RETAIL TECHNOLOGY JANUARY/FEBRUARY 2010
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