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The Entertainer to use customer data from across all touchpoints to refine personalisation

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The Entertainer is to realign its online strategy and combine customer data from all touchpoints to develop a richer, more holistic view of its customers across both The Entertainer and newly acquired Early Learning Centre brands.

The new strategy will aim to reduce abandonment and churn, acquire more customers, and extract more revenue from the existing customer base. 

The Entertainer, the fastest-growing family owned high street toy retailer in the UK, has been a leader in its space since 1981. In February 2019, The Entertainer acquired Early Learning Centre, with 520 franchise stores internationally. 

With the ever-changing retail climate and a commanding rise in revenue opportunities from online, the company needed a partner that could future proof the business and enhance its online engagement strategy.

The Entertainer is working with Mapp Digital, a cloud-based digital marketing provider, after reviewing other vendors in the market, including those in the Forrester and Gartner waves. Mapp was selected on the basis of its Mapp Cloud’s powerful capabilities for customer acquisition and engagement, coupled with the company’s experience in executing successful online strategies for retail brands.

Mapp offered The Entertainer a powerful and intuitive platform, providing the capability to seamlessly collect, analyse and act on customer data. Mapp drives positive and relevant engagement to enable higher customer lifetime value and deliver increased revenue year on year.

In addition, Mapp offered campaign management services, providing The Entertainer with a Mapp consultant on hand at all times to execute campaigns. This meant that The Entertainer could avoid employing additional headcount while still gaining specific digital marketing expertise from day one.


Rob Wood, Head of Online, The Entertainer, explains the move: “We’re really excited to have partnered with Mapp as we begin the next phase of integrating the Early Learning Centre into The Entertainer’s ecommerce business. Customers can expect a seamless, personalised experience across all of The Entertainer and Early Learning Centre’s digital channels, including email, social and the websites. We need to provide a helping hand to our customers through product recommendations and expert advice. Mapp will enable us to do this by giving us a more detailed understanding of our customers and communicating the right information at the right time.”

Adam Kirkham, Digital Marketing Manager, The Entertainer, adds: “Mapp really stood out with their forensic response to our use cases paired with first-rate strategic services. Mapp enables The Entertainer to meet our customers’ multi-channel expectations with enriched data insights at its core, giving us the tools we need to nurture our customers from acquisition through to advocacy. We’re confident we’ve picked the right partner to support us through this exciting period of growth.”

Josh Beale, Principal Account Director, Global Retail and CPG, Mapp, says: “The Entertainer and Early Learning Centre are iconic British brands that resonate with every parent in the country. Mapp are excited to be able to curate hyper-personalised journeys that will not only build revenue for the brand but also create a more tailored customer experience. Joining existing fragmented data in Mapp Cloud with Mapp Intelligence Insights will create a rich awareness of customers’ requirements for the brand and as a result increase repeat order rate, basket values and conversion rates. Coupling the technology with our campaign services and customer success teams will enable The Entertainer to make best use of the tools available and standardise the communication aesthetic to the customer. 

The Entertainer and Early Learning Centre join other leading brands such as Homebase, Argos, Peacocks, Bathstore, and Freesat, that have selected Mapp.

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