London, November 2012. Stanley Black & Decker inc. (NYSE: SWK) has appointed eCircle, a Teradata company (NYSE: TDC), and Europe’s biggest supplier of online marketing services, to handle pan-EMEA eCRM campaigns for its Stanley, Black & Decker and DEWALT brands.

Stanley Black & Decker will use eCircle’s proprietary email marketing software, eC-messenger, to automate and personalise email messages according to Stanley, Black & Decker and DEWALT’s customer communication preferences and previous online engagement. eCircle will be responsible for the broadcast, design and campaign management of the three brands’ eCRM campaigns. This will include the
automated welcome programs for consumers signing up to receive branded communications and broadcast of the brands’ eCRM newsletters to both an international and local audience.

Providing a managed service from their UK office, eCircle will be responsible for delivering each campaign in multiple languages across Europe. Behavioural data generated from the emails will be used to tailor subsequent communications and feed into Stanley Black & Decker’s CRM system to enhance its existing
customer profiles and segments.

Daniel Kennedy, Digital Services Manager, EMEA at Stanley Black & Decker, said: “After a rigorous and thorough selection process, we had no doubt eCircle was the right partner for us. Their managed service capability and CMS template, combined with their international offering all provide an unrivaled CRM solution for our brands. Our customers will be able to look forward to insightful, highly targeted and
engaging content”.

Simon Bowker, Managing Director of eCircle UK added: “We are thrilled to be working with such a renowned and distinguished brand as Stanley Black & Decker. They have a wide and varied customer base – from professional plumbers and plasterers to the weekend DIY enthusiast - so they need the capability to personalise their communications according to the both individual interests and region. The combination of our technology, experience and in-house expertise gives them exactly this.”

About eCircle:

eCircle, a Teradata company, is one of the leading full-service digital marketing providers in Europe. The company provides cloud-based solutions for email, mobile and social media marketing and offers opt-in
lead generation and email media solutions. Since 1999 eCircle has stood for innovative and efficient digital marketing for customer acquisition and retention. The company became part of Teradata(NYSE:TDC) in 2012 and its digital marketing solutions are being integrated with Aprimo’s marketing automation offerings to create a global leader in Integrated Marketing Management. The company has headquarters in Munich and additional locations across Europe, and global reach through the Teradata network of offices. For more information please visit

Published on: 5:47PM on 19th November 2012