The Entertainer, the fastest growing high street toy retailer in the UK, is reporting a 3x increase in email revenue and 120% in mobile sales, 12 months after it chose SmartFocus’ world-class digital marketing platform.

The Message Cloud by SmartFocus enabled the retailer to achieve astounding improvements in results by driving personalisation and segmentation in their marketing, and achieving a single view of their customers. The Message Cloud gave the brand one seamless platform which allowed them to truly understand their customers and connect in real-time.

With a single customer view, The Entertainer can now power smarter emails tailored for specific personas. These real-time emails drive contextualised messages relevant to each individual, which has hidden complexities as the consumer (the child) is not the buyer (the adult). Using advanced algorithms to address the complex buyer personas has enabled astonishing increases in their results.

Rob Wood, Head of Online at The Entertainer said: “We tripled our email revenue last year compared to the year before, which is a brilliant result for us and something we are really happy with. We've used the same database - it’s not like we have massively grown the database. All we have done is send better messages to the same people and got a better result from that.”

SmartFocus provides contextually relevant and unique engagements across The Entertainer’s digital channels and website, extending their existing hybris e-commerce platform with advanced omni channel capability.

Within one year of using The Message Cloud, The Entertainer has:

• Tripled email revenue
• Doubled email open rates
• Increased conversion rates
• Seen a 44% increase in click-through rates
• Seen a 120% increase in mobile sales
• Seen a 60% increase in returning shoppers
• Significantly increased average value orders (AOV)

Rob Wood continues: “There is so much noise for potential customers, and emails are getting increasingly competitive. This means you only get one chance at your email, so it needs to be smarter and work harder.

“The information you used to set up your email two days ago might not be the best information when the email is opened. If you know customers aren't going to look at every single one of your emails, you need to offer them the very best message when they do choose to interact with your brand.”

Using the Message Cloud, The Entertainer are now able to self-serve and modify their personalisation algorithms in accordance with their business needs.

The Entertainer is the UK’s largest high street toy retailer with 120 stores and e-commerce site. The business has been operating for over 35 years and currently opens one new store per week, with their e-commerce site running since 1999.

Phil Geary, Chief Marketing Officer for the Entertainer, comments: “We are experts in what children love, and I'm delighted we can ensure our proud tradition continues on-line and across all of our marketing channels, by partnering with SmartFocus.

“SmartFocus helps make our customer experience be the best it can be, irrespective of what channel we’re using, and the SmartFocus Message Cloud ensures that my team and I can offer perfect user experience every time. Replicating our in-store experience when each and every one of our customers visits our website or receives one of our marketing messages is critical to us. The SmartFocus solution offered us all of the capabilities we needed in a single, comprehensive platform.”

“Consumers are connecting with brands via multiple channels, which means retailers must do more to drive customer loyalty,” said Rob Mullen, CEO of SmartFocus. “With sophisticated analytics at the heart of our solution, the team at The Entertainer can harness actionable insights from multiple data customer channels to create engaging and relevant conversations no matter the channel. We’re extremely proud to be their marketing technology partner.”


For additional information, to arrange interviews or if you wish to receive images please contact:
Nick Jones


SmartFocus is an innovator in messaging and communications, enabling the world’s largest brands – including Nestlé, Mercedes-Benz and House of Fraser – to understand and connect more closely with today’s connected consumers; whether that be via web, mobile, email or social channels. Through The Message Cloud solution, SmartFocus genuinely listens to and learns from customers using patented algorithms and unique location-based marketing tools. Using The Message Cloud, SmartFocus customers have the rich data, intelligence and the tools for contextually unique engagements, through any digital channel.

Published on: 1:35PM on 12th May 2016