FIGARODIGITAL.CO.UK
That’s Entertainment
Toy retailer The Entertainer explains how it intelligently uses data to drive smarter email personalisation.
The Entertainer is the UK’s largest high street toy retailer with 120 stores and
thetoyshop.com ecommerce site. The business has been operating for over 35 years and currently opens one new store per week, with its ecommerce site running since 1999. The Entertainer required a
world-class digital marketing platform that could let it personalise, segment and achieve a single view of its customers. The company needed to make the complex simple in order to interrogate its customer data from across all online channels, to understand who their customers are, how often they shop, what kind of products they like and their lifetime value. This was all information The Entertainer hadn’t been able to access. The Message Cloud by SmartFocus is one seamless platform which allows companies to understand their customers and connect in real-time – whether by email, mobile, web or social channels. The Entertainer now has a single customer view to power smarter emails tailored for specific personas. These drive contextualised, real-time 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 it to achieve truly astounding improvements in its results. The Entertainer wanted to be
able to recognise an individual and communicate with them via email and on its website about relevant toys,
brands and categories. It needed to combine data and online purchase history plus email and website behaviour against a customer’s record, to include multiple children and profiles against one record and access this at the point of building campaigns. Through The Message Cloud it was able to personalise communication
down to a single customer, and to segment a group of customers based on shared attributes.
The Challenge
The Entertainer has a variety of different customer groups and stocks many brands that are distinct and separate from each other. Historically, the company had been sending standard emails with no data attached other than a store number or customer postcode collected in-store. It was unable to recommend potential next purchases based on past or crowd behaviour, it could not send an email campaign to its highest spending customers or to abandoned baskets, and couldn’t
56 issue 28 summer 2016
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