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Retailer EAST selects smartFOCUS product as backbone for new email marketing strategy

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The high street fashion retailer EAST has selected a smartFOCUS (AIM:STF) digital marketing package for its email campaigns. 

EAST will use eChannel version 7 to plan and manage its communication, including its weekly mail-out to customers to promote offers and new collections. 

The product provides analysis that influences both tactical and automated email campaigns based upon individual preferences, response history, engagement and previous customer transactions.

Simone Williams, eCommerce manager of EAST, said: "In line with the re-launch of the new EAST website, we feel that smartFOCUS, with their vast retail experience, will be the perfect partner to work with us to define and evolve our email marketing strategies to increase both customer engagement and online sales. 

“A crucial part of our business is launching a new collection to our existing customers via email every two weeks. 

“smartFOCUS provides us with a quick, efficient way to keep our customers informed on the latest fashions and accessories available online and through our retail outlets. 

“eChannel is a digital marketing solution that is secure and simple to use by all members of our team and provides us with a great platform to grow from using the sophisticated analysis that will help us to improve how we segment our communications. 

“This partnership will also help bring our marketing in line with our company's business goals."

Financial terms of the deal were not disclosed.

The EAST chain sells women’s clothing, jewellery and accessories and has grown to 85 outlets, with 55 stores and 30 concessions, including 22 within John Lewis stores.

Curt Bloom, interim chief executive of smartFOCUS, said: "EAST has built an outstanding reputation in the fashion industry, designing eclectic collections for women around the globe. 

“We're thrilled about this new deal as it expands our portfolio within the retail industry. 

“eChannel will provide EAST with an innovative solution that is flexible and functional and will help meet their digital marketing needs. We look forward to being part of the Company's future success."


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