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SmartFocus Wins Harrod's CRM Business
TMCnet Contributing Editor
SmartFocus, a Bristol, England-based vendor of Enterprise Marketing Management software, has been selected by Harrods to provide software and services to help with its customer data management. Consultancy has been provided partly in preparation for Harrods' recently launched loyalty program called Harrods Rewards.
Harrods is Britain's most famous luxury department store, with over one million square feet of retail space spread over its seven floors. The company also sells online via www.harrods.com, and has a direct mail operation and several airport outlets.
They serve a decent high tea as well, this reporter understands.
But to improve the customization of its promotions, Harrods wanted to introduce a single customer view and a suite of marketing-friendly tools for analyzing and creating campaigns.
"We want to better understand our customers' purchase behavior so that we can send them personalized marketing offers," said Jose Majluf, CRM manager for Harrods. "We don't want to use a 'one size fits all' approach to marketing any more, but want instead to increase the number of differentiated marketing messages we send out."
Majluf said they chose smartFocus because "it offered us the functionality we need in retail and has an easy to use interface. We will use the single customer view database as the backbone for our new loyalty program, integrating it with point of sale, the customer database, the online platform and with our loyalty software."
This spring smartFocus announced the acquisition of E-mail Reaction, which provides e-mail, web, RSS and online marketing services, for £1.6 million in shares and cash. Email Reaction will continue to operate from its offices in West London and Southampton.
The acquisition "brings together two fast-growing companies to create a complete enterprise marketing management solution and service business," according to smartFocus officials at the time:
"The combined companies will provide an end-to-end solution that integrates offline and online marketing and spans data, analytics, reporting, campaign management, content management and digital execution. Offering a complete suite of marketing tools for both online and offline marketing will significantly strengthen smartFocus's competitive position in the Enterprise Marketing Management market."
SmartFocus is also offering consultancy to help Harrods to introduce an Oracle (News - Alert) Single Customer View database. The smartFocus Intelligent Marketing solution will be enabling analysis and visualization of data, profiling and statistical modeling, campaign planning and execution, and report production and distribution.
David Sims is a contributing editor for TMCnet. For more articles please visit David Sims' columnist page.
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