The White Company has invested in marketing software to help increase the flexibility of its marketing campaigns and give it a better understanding of its customers.
The new smartFocus software is expected to help the multichannel analyse, segment and plan marketing campaigns inhouse.
Joe Pack, head of brand communications for The White Company
, said: “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.”
The software will be used as part of its rolling programme of marketing campaigns, along with segment-oriented smaller, targeted campaigns.
Chris Underhill, chief executive of smartFocus, said: “The White Company is a great success story and we look forward to contributing to the next phase of it growth through the innovation behind our software and the innovation it enables.”