15 May 2009
Fashion retailer LK Bennett has hired Smartfocus Digital to provide the software for its personalised e-mail campaigns.
LK Bennett, which sells women’s clothing and accessories on the high street and online, will be using Smartfocus Digital’s smartMARKETER e-channel 5.0 program. This system manages lists and automatically triggers targeted e-mails. The analytics function of the program enables comparisons between e-newsletter variants, allowing marketers to judge the effectiveness of different tactics.
“We’re a small team so we needed an efficient and useable system,” says LK Bennett's head of e-commerce Kate Smyth. “We wanted to reduce the workload of the team and improve the quality of our targeted e-mails. We don’t have the time to look through mountains of data, so the analytics function was very impressive. We wanted to be able to tell exactly what customers are interested in what products and offer updates on the things that interest them the most.”
Smartfocus Digital’s sales director Bryan Black says: “It was a long pitch that went on for a period of six to nine months. I think it was the analytics function that swung the pitch our way.”
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