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Phase Eight deploys Neolane marketing automation software
25
May '10
Enterprise marketing software provider Neolane announced women's clothing chain Phase Eight as a new customer in the United Kingdom for the Neolane cross-channel marketing automation software platform.

“We are replacing our email mass marketing tool with the Neolane platform because it enables us to generate automated, one-to-one personalised and timely communication with our customers and gives us a central point of control over marketing campaigns,” said Jodie Dunkley, head of e-commerce at Phase Eight.

“We expect that by ceasing content-generic campaigns and being more relevant in our communications with each customer, we will drive additional web sales and footfall in stores as well as increase loyalty and average customer lifetime value.”

Every one of Phase Eight's customers is unique. She has her own lifestyle, sense of fashion, colour preferences, shape, size and budget. All of these factors influence the products she'll find of interest. The Neolane software will build customer profiles around such variables in a single customer view and will enrich this view as interactions and sales occur in any channel (email, in-store, web) . Using these increasingly detailed profiles, Neolane will present campaign messages optimised for each customer, tempting a positive reaction. Clicking on a link in an email campaign will lead the customer to relevant web pages consistent with the personalised message in the email.

During the Phase Eight trial, sales from a one-to-one personalised campaign offering 'new season collections' more than tripled – to 363 percent of the previous year. In that campaign, 28.6 percent of the emails sent were opened with 52.31 percent of these stimulating a reaction, such as clicking on a web link.

Additionally, Phase Eight estimates that during the trial, using Neolane reduced the time taken to develop, target and deliver email campaigns by more than 50 percent, with more complicated 'partner campaigns' taking just eight staff hours to set up versus around 38 hours previously. Real-time automated reporting and analytics allows Phase Eight to immediately interpret campaign performance , when reporting was previously several days post campaign, at a cost of several staff hours.

Phase Eight has supplemented its investment in Neolane with Neolane Interaction, a channel independent real-time recommendation engine. It enables a company's marketers to populate an offers catalogue from which the 'next best offer' for a particular customer will be selected and automatically personalised and presented in any outbound or inbound channel, to tempt the customer.

“Today's savvy and campaign bombarded customers have timeonly to give attention to immediately relevant marketing communications. Gone are the days when marketers could rely on mass marketing or simple segmented campaigns,” said Francois Laxalt, marketing intelligence manager at Neolane. “Companies such as Phase Eight are finding that by implementing Neolane to create individualised content that meets each customer's interests, they improve opening rates, response rates, sales and long-term brand loyalty and customer value.”

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