Newton, MA
September 22, 2008
Entertainment Retailer Takes Control of Direct Marketing, Reduces Costs and Campaign Cycle Times, and Improves Response Rates with Neolane's Enterprise Marketing Platform
Neolane, Inc., the software company for new-generation marketing, today announced that zavvi, the largest independent entertainment retailer in the U.K. and Ireland, has implemented Neolane's Enterprise Marketing Platform to gain a single view of its customers and effectively execute on direct marketing. Since moving to Neolane, zavvi has determined that for every $1 spent on direct marketing, it generates as much as $23 in revenue — an ROI of 23:1.
zavvi was formed in 2007 by the zavvi Entertainment Group following a management buyout of Virgin Megastores UK. Looking to retain and expand market share, zavvi turned to Neolane to gain customer insight, and then segment and target its dynamic customer base — one that is increasingly turning to other online alternatives for entertainment— to deliver precise marketing messages and improve its bottom line.
With Neolane, zavvi is able to synchronize all lead, contact and customer information into its central data repository where information is automatically matched, de-duped, cleansed and enhanced to deliver one view of the customer. The marketing team then uses that data to segment and personalize offers. Neolane's marketing automation features improve internal coordination and team efficiency, letting zavvi set up automatic reminders and enabling marketing team members to easily update customer profiles and continuously track behaviors.
"We have limited marketing resources and really needed a way to increase our productivity and effectiveness. We wanted to run all CRM and marketing activity on our own, without help from our IT department or service providers, while also increasing campaign volume," said Suzanne Jiggens, CRM and new media marketing manager, zavvi. "Neolane's flexibility helped us quickly address these critical needs. In fact, Neolane was implemented and usable within two weeks of purchase."
Today, zavvi sends more than 400,000 emails a week with the help of Neolane. Campaigns encourage online or in-store purchases with discounts, and weekly, bi-weekly and monthly newsletters update customers on exciting new music, films, games, books and special offers. With Neolane, those communications can now be created in one day, instead of one week. Over a 20-month period, zavvi executed 365 highly targeted marketing campaigns, achieving click-through rates from 10 to 30 percent. Seasonal campaigns, created well in advance, run automatically to tap into market opportunities such as Christmas, Valentine's Day and Mother's Day, while multiple campaigns can run simultaneously without overloading marketing staff.
"zavvi is a prime example of how much more effectively key marketing objectives can be achieved when actions are made based on a single view of the customer across all marketing channels," said Stephane Dehoche, president and chief executive officer, Neolane. "Neolane helps innovative marketing departments create and leverage a single customer and prospect view by not only consolidating disparate data across marketing channels, but also automating the segmentation and personalization process so that marketers can easily execute campaigns that reel in new customers and increase revenues."
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