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New Look benefits from targeted mobile marketing

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By Gemma Taylor - New Look has today announced a boost in open rates and consumer engagement following its partnership with marketing solutions provider Responsys.

As the fashion retailer aims to improve its m-commerce platform it used technology from Responsys to outline the most effective marketing strategies for its clients and found that mobile-optimised emails were three times more successful than non-optimised emails among the fashion retailer’s customers.

The collaboration allowed New Look to automate highly personalised and mobile-optimised emails designed to drive traffic to its new m-commerce website.

Responsys conducted research which identified the browsing habits and behaviours of New Look’s customers, and it allowed the fashion retailer to determine the best form of marketing its products, having specified a desire to increase sales via mobile phones.

The retailer then created a mobile optimised campaign and tested it among its “mobile” segment of users and the “standard” segment.

Results showed a 300 per cent increase in programme performance from the “mobile segment”, proving that smartphone users were more strongly engaged with the brand than other customers.

Simon Robinson, Marketing & Alliances Director of Responsys’ EMEA region, said: “New Look is an excellent example of how marketers can use website behaviour to produce more targeted and relevant campaigns, and one of the leading retail companies testing the success of m-commerce.”

The fashion company has focused its attention on improving its multichannel presence, following disappointing full-year results published in June.

Total sales were down 0.2 per cent year-on-year to £1.46 billion in the 52 weeks ending March 26th 2011, whilst group adjusted EBITDA and underlying profit both fell around £60 million over the same period.

Sita Patel, E-commerce CRM Manager at New Look, claimed that the company’s work with Responsys had reinforced the importance of retailers understanding their customers.

“The successful launch of our new m-commerce site reinforces how vital it is to continue to provide excellent customer service and mobile experiences for our mobile users,” she commented.

“When we determine that a user has a preference for using a mobile device to view the New Look website, a mobile-optimised email is three times more successful than a non-optimised email.”

Published on Thursday 25 August by Editorial Assistant

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