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The Entertainer embraces contextual marketing with SmartFocus

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The Entertainer, the fastest growing toy retailer in the UK, is to use contextual digital marketing that will deliver personalised marketing interactions that increase brand engagement and, it is hoped, loyalty.

Tech company – and virtual beacons pioneer – SmartFocus will be providing contextually relevant and unique engagements across the Entertainer’s digital channels and ecommerce site, extending The Entertainer’s existing Hybris eCommerce platform with advanced omni-channel capability.

The Entertainer currently operates 98 stores in the UK, and stocks thousands of products online at With 30 years’ experience in the retail industry, the family run business is the biggest independent toy retailer in the UK and the business is growing at an average of one new store per month.

Phil Geary, Chief Marketing Officer for the Entertainer, explains: “We’re experts in what children love, and our winning combination of fair prices and excellent customer service, means we’re a favourite with mums and dads too. I’m delighted that we can ensure that that proud tradition continues online and across all of our marketing channels, by partnering with SmartFocus. SmartFocus helps to make our customer experience be the best it can be, irrespective of what channel we’re using and the SmartFocus Message Cloud ensures that my team and I can offer perfect user experience every time.”

“Replicating our in store experience when each and every one of our customers visits our website or receives one of our marketing messages is critical to us. The SmartFocus solution offered us all of the capabilities we needed in a single, comprehensive platform.”

“Consumers are connecting with brands via multiple channels, which means retailers must do more to drive customer loyalty,” adds Rob Mullen, CEO of SmartFocus. “With sophisticated analytics at the heart of our solution, the team at the Entertainer can harness actionable insights from multiple data customer channels to create engaging and relevant conversations no matter the channel. We’re extremely proud to be their marketing technology partner.”

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