Retailer to develop marketing strategies based on customer behaviour
Toys R Us hopes to improve online business activity and customer interaction by implementing Coremetrics’ online marketing and business optimisation technology. The retailer will also re-launch its website.
Coremetrics will offer Analytics and LIVEmail products to Toys R Us. Coremetrics Analytics provides a complete record of visitor behaviour by capturing every click by each visitor. It stores the data in Coremetrics’ secure Lifetime Individual Visitor Experience (LIVE) Profiles database.
Coremetrics LIVEmail is a closed loop email marketing system that links online profiles of visitors and customer activity with Toys R Us’ email vendor. This enables the retailer to talk to customers and customise products and services to their behaviours.
LIVEmail enables the user companies to identify frequent visitors in order to send them relevant offers and content; deliver targeted promotions; and make exclusive offers.
Mike Coogan, marketing and e-commerce director at Toys R Us, said: In evaluating our e-commerce business plan, we realised that we needed a more robust means of gathering actionable data on our online visitors’ behaviour to improve customer experience, increase conversion rates and grow online sales.
Richard Sheppard, vice president and general manager of Coremetrics EMEA, said: In the competitive market, retailers can create cut through with relevant and targeted offers. Our advanced web analytics will equip Toys R Us with deeper insight into their visitors, enabling them to recapture abandoned shopping trolleys and grow more profitable customer relationships.
Toys R Us is the second significant win for Coremetrics in the UK this year. Last month, outdoor clothing and equipment retailer Cotswold Outdoor has selected Coremetrics Analytics to gather actionable data on customers. The retailer plans to use the data to adapt campaigns and content to drive acquisitions, boost average order values and increase brand loyalty.
