KMI, the UKs largest owner and licensor of premium FMCG toiletries and fine fragrance brands including King of Shaves, Fish, Hed Kandi and Ted Baker, has adopted e-tailing techniques from eCRM specialist, CreatorMail, to boost online global sales.
The digital marketing techniques will enable the business to leverage knowledge of online customer behaviour accessing shave.com, the companys customer portal, in order to increase retail sales across its complementary product range.
CreatorMail has developed the emerging concept of engagement warehousing to evaluate online behavioural data via email and web analytics to understand buying behaviour and intent to purchase. The techniques present a unique opportunity for FMCG marketers to learn more their audience at a personal level.
Mark Brennan, managing director, CreatorMail, commenting on the relationship said: FMCG is an ideal market sector to apply consumer tracking and behavioural marketing. Customers visiting shave.com are happy to receive information that is personal and focused. The approach prompts repeat business and projects a thought-through service. Behind the simplicity of the service, we have created a tailored approach that allows our customers to add further value to their customer experience.
Will King, Founder of King of Shaves, said: How we communicate with customers online is becoming more demanding and important to business. Customers are happy to be sold to as long as its personalised, appropriate and timely. By combining the information we can gleam from customer clicks with email follow up, we have improved the companys responsiveness and sold more products as a result. Consumer tracking is now an important element of our overall marketing strategy.
Founded in 2005, CreatorMail, which is the fastest growing digital agency in London, has picked up 14 marketing industry awards in two years for its real world, cutting edge, digital marketing.