The Entertainer , which operates 47 stores plus websites TheToyShop.com
and The Gadgetshop.com
, has picked SmartFocus
' SmartMarketer eChannel software platform as part of a drive to achieve a more cohesive marketing strategy by integrating its online and offline channels
"The SmartFocus software has increased the flexibility of our marketing considerably, removing many of the restrictions we faced, for example, broadening our ability to deliver to a wider on-line audience with Hotmail accounts," says Zoe Greenall, online marketing manager for The Entertainer. "Even at this early stage, campaigns are faster, cheaper and more effective. The combination of the digital expertise and service teams at SmartFocus and our use of its software are key elements of our strategy to increase marketing integration across the company and build a strong relationship with our customer to improve marketing results."