Toolstation Integrates New Emarsys Personalized Direct Mail Service
Into Its Omnichannel Strategy
British suppliers to the trade industry unifies marketing channels across its online and offline customer databases, using Emarsys AI to deliver a seamless, personalized customer experience
London, UK – 13th September 2018 – Emarsys, the largest independent marketing platform company in the world, announces that Toolstation, one of Britain’s fastest growing retailers of tools, accessories and building supplies, has expanded its partnership with Emarsys to include personalised direct mail and link a highly-effective physical channel to its successful digital marketing strategy. The new deal will see Toolstation use the Emarsys Artificial Intelligence (AI) enabled platform to support its direct mail, email, and SMS marketing strategy – unifying its online and offline customer databases onto one platform to deliver a seamless and personalised cross-channel customer experience.
Toolstation customers can buy online, through a dedicated UK call center, via a mobile website or at over 300 branches across the UK. The multi-channel nature of the business means that customer information is captured both in-store and online, and the company needed to consolidate this data to get a clear, holistic view of its target audience.
Data consolidation is critical to enable a more coordinated and complementary marketing strategy across a range of different channels. Using the recently launched Emarsys Offline Mail, that is provisioned by Emarsys partner optilyz – leading online platform for direct mail automation, Toolstation can also preset and optimize its direct mail marketing as part of wider multi-channel campaigns.
“With all our customer data now in one place, we have a deeper understanding of the level of engagement we’re achieving across various channels, and the different types of campaigns our customers like to see,” said Greg Richardson, Head of Marketing at Toolstation. “Consolidating our data into one platform was always going to be a huge priority for us in a post-GDPR world, and Emarsys – a trusted Toolstation partner for many years – will enable us to be responsible custodians of all the information we hold.”
Toolstation is already using the Emarsys Marketing Platform to deliver personalised customer experiences across multiple channels. This includes Emarsys Automation Center for email and the Emarsys Web Extend to engage with customers on Toolstation.com, as well as the Emarsys Predict product recommendation engine, Smart Insight analytics tool and mobile-responsive Discovery online browsing solution.
“Direct mail is one of the most powerful tools in a multichannel marketing strategy, due to its unique ability to drive and strengthen relationships with customers,” explains Grant Coleman, VP & Market Director, UK at Emarsys. “We’re delighted to expand our partnership to help Toolstation get a 360-degree view of their customers and run more efficient and tailored marketing campaigns across email, SMS and direct mail.”
Emarsys manages over 350 million daily interactions while analysing 3.9 billion consumer records and 2.5 million purchase events. It integrates customer intelligence, personalization, predictive recommendations and omni-channel marketing at scale, across all devices and social channels into a single cloud-based marketing platform.