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Toy Retailer deploys smartMARKETER eChannel to enable cohesive, finely targeted digital marketing to improve results and productivity.

London, UK 5th August, 2009 – smartFOCUS, a leader in multi channel marketing software, has been chosen by The Entertainer to improve the toy retailer’s email and digital marketing capability. The deployment of the smartMARKETER eChannel software platform from smartFOCUS is part of a concentrated drive by The Entertainer to achieve a more cohesive marketing strategy by integrating online and offline channels, led by new online marketing manager, Zoe Greenall.

The Entertainer is one of the largest retailers of toys in the UK. The company owns 47 high street stores, and websites and The The relationship with smartFOCUS represents the first step in The Entertainer’s new on-line digital marketing strategy. Segmentation and targeting will form the backbone of the approach, with the overall goal to achieve a one to one relationship with its customers.

The Entertainer had outgrown its previous marketing solution, which was failing to achieve the email deliverability rates, and as such not optimising results through on-line channels. The Entertainer wanted to establish more segmentation and support better targeted campaigns to further improve results, a capability no found in typical email marketing solutions. With the implementation of smartFOCUS complex customer segmentation and targeting is made easy, enabling the on-line marketing team to deliver dramatically improve results.

Efficiencies will also be delivered to The Entertainer, as smartFOCUS helps reduce the time and cost of campaign execution. For example, when sending newsletters the team can now take advantage of the smartFOCUS content management system, reducing its newsletters from two to one. By using the solutions content management, a single newsletter can now serve different and customers with personalised and relevant information dynamically, rather than producing two newsletters and sending them out separately.

Zoe Greenall, online marketing manager for The Entertainer said, “The smartFOCUS software has increased the flexibility of our marketing considerably, removing many of the restrictions we faced, for example, broadening our ability to deliver to a wider on-line audience with Hotmail accounts. Even at this early stage, campaigns are faster, cheaper and more effective. The combination of the digital expertise and service teams at smartFOCUS and our use of its software are key elements of our strategy to increase marketing integration across the Company and build a strong relationship with our customer to improve marketing results.

Bryan Black, sales director of smartFOCUS DIGITAL, said: “The Entertainer understands the importance of a cohesive marketing strategy, and the power of digital communication. We are proud to be playing a key role in helping The Entertainer to communicate much more effectively with its customers.”

About The Entertainer

The Entertainer, established in 1981, is one of the UK's largest independent toy retailers with stores nationwide. The family-owned chain offers a wide range of toys for all ages, based on its ‘value for money’ principles set out by managing director Gary Grant, over 25 years ago. The Entertainer team are ‘mad about toys’, with a massive range of big names brands such as Ben 10, Playmobil, Sylvanian Families and Lego all available in-store and online. For more information, visit The Entertainer’s website at

For more information, images and samples, please email


smartFOCUS DIGITAL is a leading provider of intelligent marketing software for email and digital channels. The Company’s high performance internet based solutions make it easy for marketers to use powerful analysis and customer insight to optimise integrated email, SMS, RSS and web channel campaigns to improve marketing results. Based in the UK, smartFOCUS DIGITAL serves over 300 clients and partners internationally, including - Chelsea FC, ASOS, The Guardian Newspaper, PaddyPower, FatFace, QVC, CIPD,, Epson, The Wine Society, Elsevier and Hotpoint. smartFOCUS DIGITAL is the specialist digital division of smartFOCUS Group plc (LSE; STF), an international multi-channel marketing software company.

For further information please contact:

Ellie Turner
Prompt Communications on behalf of smartFOCUS
Tel: +44 (0)20 8996 1652 / 07793403692

This press release was distributed by ResponseSource Press Release Wire on behalf of Prompt Communications Ltd in the following categories: Children & Teenagers, Business & Finance, Media & Marketing, Retail & Fashion, Computing & Telecoms, for more information visit