Twickenham, UK
September 3, 2008
Confetti.co.uk ties the knot with Neolane - for beautifully automated marketing campaigns
In a continuing drive for customer knowledge, to appeal to their very individual requirements and increase sales, Confetti.co.uk has implemented Neolane, enabling automated, content personalised marketing campaigns
Neolane, a provider of customer marketing and communication software solutions, has today announced Confetti as a new customer in the UK. Confetti officially licensed the Neolane software platform in June 2008, after trials recorded revenues in a three month period of £96,399.
Confetti is the UK's leading wedding and special occasion web, retail and mail order business.1 Customers can shop online, in one of five city stores or via a catalogue. Its web site, www.confetti.co.uk attracts more than 700,000 unique visitors per month. Confetti is using Neolane to build a single customer view of each registered customer, their preferences, requirements and time-scales. The software then automates the creation of one-to-one, personalised content marketing communications to help Confetti engage with customers at just the right time and on precisely the products, services and themes that interest customers in the run-up to their big day.
"We have replaced the services of an external email services provider with the Neolane platform because it enables automated, lively and timely communication with our customers," said Paul Stevenson, managing director of Confetti. "We expect that by switching to Neolane we will drive incremental sales and increase the average lifetime value of customers during the typical 18 months wedding planning period.
During the trials, Confetti used Neolane to automate several key online campaigns, generating over 9.7 million personalised content emails to opt-in customers. One email promotion offering of a £10 discount voucher after a £50 spend, delivered an opening rate of 32.58 percent, a click through of 10.27 percent, reactivity rate of 22.27 percent and a conversion rate of 1.3 percent. The personalised email offered each customer products that Confetti considered relevant to their individual needs. Average order value was up by 85 percent on the benchmark Confetti had set for such campaigns with its email service provider.
"Organisations are becoming customer, rather than product driven – meaning they must understand each individual's preferences and build loyalty and sales through tailoring the relevance and timeliness of their communications," said Jeremy Bedford, operations director of Neolane in the UK. "An increasing number of companies are finding that using Neolane enables customer orientation in marketing campaigns to a degree they could never have achieved via external service providers - and are boosting their sales as a result."
1According to figures independently audited by ABC Electronic - the advertising industry recognised method of verifying audience measurement.
About Confetti
Confetti, the UK's leading wedding and special occasion web, retail and mail order business, recorded 18.5 million page impressions in the 2006 ABC Electronic audit. With an audience of 729,000 unique users this confirms Confetti as one of the leading women's websites for the female market aged 18-24 years. Website: http://www.confetti.co.uk.
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