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This is an archived article - we have removed images and other assets but have left the text unchanged for your reference is using new technology with the aim of making its customer marketing more relevant.

The Swedish fashion pureplay, which also sells online in the UK, is one of the first to sign up to use the new Optimove tool OptiTrack to track customer activity on its ecommerce website.

OptiTrack enables retailers to track how individual existing and potential customers use their site, and then use that data to personalise customer marketing. Designed for businesses that do not already capture individual customer data in their data warehouses, it gives them extra insights into customer behaviour, and works by adding a small tag to a website’s HTML code. Information gathered includes the time spent looking at particular product categories, using specific site features, or the items added to a shopping basket. That information can then used to track, segment and target customers.

Peter Svenson, marketing manager at, said the retailer was “very excited” about the technology’s potential. “We look forward to leveraging this new capability to further improve the relevance and effectiveness of our customer marketing,” he said.

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