Retail phenomenon The White Company is taking software from smartFOCUS (LON: STF) to increase customer insight and improve the flexibility of its marketing campaigns.
Financial terms of the deal were not disclosed.
The White Company was founded in 1994 as a 12-page mail-order brochure, but has become one of the UK's fastest growing retailers of clothes and bedding with more than one million customers.
Joe Pack, the company’s head of brand communications, said the cutting edge smartFOCUS software will allow the in-house marketing team to segment and analyse data, build campaign databases, define campaign parameters and initiate triggered and automated campaigns.
“There were numerous reasons for us to select smartFOCUS, though one of the most compelling was the system’s usability,” Pack added.
“SmartFOCUS has provided us with an easy-to-use solution that is powerful and equipped with a range of features.
“Good marketing is about driving the business forward, and by giving our team the ability to monitor and respond to marketing opportunities, smartFOCUS will contribute to that momentum.”
SmartFocys boss Chris Underhill is understandably bullish about the group’s latest agreement.
“We have a strong presence in the retail sector, as retailers understand the strength and return of good segmentation, relevant marketing messages, speed of execution and the strength of well-handled customer data,” he explained.
“The White Company is a great success story, and we look forward to contributing to the next phase of its growth through the innovation behind our software, and the innovation it enables.”