Ben Davis says, “The Entertainer, the UK’s largest high street toy retailer with 120 stores, replatformed a year ago, choosing a new email and personalisation platform for its ecommerce business.

With an increased ability to test and learn, the retailer has increased email revenue by 300% since the change.

Rob Wood, Head of Online, explains that these gains are all about creative and segmentation.

There hasn’t been big growth of the database, the team has simply sent “better messages to the same people and got a better result”.

Recommendations

Previously, only 14% of online customers made a repeat purchase, so The Entertainer targeted greater personalisation in order to tempt customers back.

This was partly enabled by a recommendations engine that gathers customer data as they browse and order from the ecommerce site”.

How The Entertainer uses personalised, dynamic email content

Econsultancy

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