Female fashion retailer Alexon Group has chosen Communicator Corp’s latest email marketing platform to manage its email communications, it was announced today.
Alexon had previously outsourced the running of its email campaigns but now with the use of this new software it will be able control email marketing in-house, and specifically target customers according to brand.
The Communicator system also allows for multi-variant testing and will share customer information directly with Alexon’s central data house.
Maxine Duncan, E-Commerce Manager at Alexon, said: “Having Communicator Corp as our chosen supplier has led to the ability to bring emails in-house and thus dramatically cut costs.
“The team at Communicator Corp understands our business and what we are trying to achieve. We look forward to developing this positive working relationship.”
Alexon owns six fashion brands, including Kaliko, Eastex, Dash and Ann Harvey, and almost 1,000 outlets across the UK and Europe.
Over the last year the fashion retailer has been conducting a restructuring program to try and cut costs and boost sales, and hired Kevin Keaney in August to assist with its turnaround strategy.
Trading has been improving, though adverse weather had a negative effect to sales over the Christmas period, and this latest deal will be seen as further evidence that the retailer is successfully streamlining and improving its business.
Jane McNally, Alexon Group CEO, previously told Retail Gazette: “We are investing £750,000 in our e-commerce operation, making platform improvements and increasing marketing as part of these plans.