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Monsoon and The Works use new technologies to boost customer experience

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Monsoon and The Works are using new technologies in order to improve their customers’ experience of shopping from them online.

Monsoon is trialling a new attribution tool as it looks to understand its customers’ shopping behaviour.

The fashion retailer aims to learn from its trial of Cadence Essential, just launched by Rakuten Marketing, how its marketing channels are performing, measuring each in relation to KPIs and comparing them by date and time.

Bilal Adham, senior ecommerce marketing manager at Monsoon, said: “The customer journey is more complex than ever, so understanding how our customers shop is crucial for us to offer them the best online experience.

“With Cadence Essential we will be able to make informed decisions about marketing spend based on data, and by looking at our overall performance across channels we will be able to learn how to be even more effective in our marketing. Technologies like this are essential for marketers in order for us to keep innovating and improving results.”

Rakuten Marketing launched Cadence Essential, which is free-to-use for its customers, at the end of January.

Tony Zito, president, Rakuten Marketing, said: “Advertisers shouldn’t have to pay for transparency into their marketing investments. The consumer purchase journey continues to grow more complex and advertisers need the barriers to understanding this journey removed. Other companies charge for even a baseline understanding of how their media investments work together.”

The Works said its Christmas ecommerce sales were up by 142%, and said that was in part thanks to an Eptica email management solution introduced ahead of peak Christmas trading.

“Like all retailers, Christmas is a key time of the year for The Works,” said Sue Chater, IT project manager at The Works. “Due to our continued growth we needed a system that would allow us to cope with increased demand and ensure we delivered the best possible customer experience. Eptica more than met our needs and was crucial to us thriving at Christmas when it comes to customer service.”

The Works used Eptica to increase the speed and consistency with which it replies to the 180,000 emails it receives every year. The system assigns emails to agents and suggests template-based answers from its knowledge base. The cloud-based system also monitors quality and response times.

It has also introduced new back office, CRM and telephony systems.

“Email volumes are increasing at most organisations, making it a central channel for customer service,” said Julian Sammells, sales director UK and Ireland at Eptica. “Desktop systems simply cannot cope with the volume and complexity of emails that companies receive. Thanks to our technology The Works was well-prepared for its busiest trading period, with a solution that improved efficiency and enhanced the experience for its 22.5 million customers.”

Discount book and toy store The Works sells from 300 stores and online.

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