NEWTON, Mass. and COPENHAGEN, Denmark
May 17, 2010

Nordic Sports Retailer Implements Neolane Software

Sports and Fashion Chain Stadium Switches to Neolane's Marketing Platform to Present Customers With Individually Tailored, Personalized Communications to Boost Campaign Results and Sales

NEWTON, Mass. and COPENHAGEN, Denmark - Enterprise marketing software provider Neolane today announced that Stadium, the Nordic sports and fashion retailer, has implemented the Neolane marketing automation platform to improve results of its business-to-consumer (B2C) cross-channel marketing campaigns.

Stadium has 120 stores in Sweden, Denmark and Finland as well as a successful e-commerce site. The retailer implemented the Neolane platform in order to improve its customer marketing campaigns and increase associated sales revenues, customer loyalty and lifetime value. As part of a phased implementation strategy, Stadium will switch from simple campaign segmentation to one-to-one content personalized communications that are relevant to each individual customer's purchase history, declared and inferred interests. Campaigns are already running via email and direct mail; SMS mobile is also being considered for communicating with those customers who opt-in to the channel.

"We're well aware that irrelevant offers are seen as spam by customers and it's important to us that we ensure that all outbound communication is targeted and relevant," said Peter Jarnefjord, loyalty manger at Stadium. "Neolane"s solution has enabled us to implement a powerful, personalized customer contact strategy that allows customers the flexibility to influence which channel is most effective for them: e-mail, SMS or direct mail."

Stadium's investment in Neolane replaces an email marketing tool that offered the company only very limited message content customization, taking time and technical expertise to enable.

"In order to achieve results quickly, Stadium is taking a phased approach to implementing Neolane," said Franck Attia, director of Nordic operations at Neolane. “Even with this approach, many of our clients in the retail sector have seen a return on investment within a year, and we are certain that will be the case for Stadium as well."

Peter Jarnefjord concluded, "Implementation of the new marketing automation platform was the first step in our new loyalty management strategy. Neolane's considerable experience within the retail industry and many client references such as Tele2, Scandinavian Airlines, EMI, Accor and Samsung were decisive in our choice of the Neolane cross-channel solution."

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