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Retail Technology, Retail technology News

Quiksilver initiates customer conversations

Tuesday May 10 2011

Outdoor sports lifestyle company selects marketing automation platform to engage in one-to-one conversations across Europe

The Quiksilver brand family has chosen Neolane's marketing automation software platform to manage more targeted, personalised pan-European customer loyalty marketing campaigns.

The Quiksilver group, with more than 200 retail stores in over 20 countries across Europe offering sportswear, accessories, sport-related equipment and apparel, includes brands Roxy, DC Shoes, Moskova and Libtech. 

"Neolane's platform opens up new marketing possibilities for the whole Quiksilver brand family," said Tanguy Honore, e-business director at Quiksilver. "In the future, our brands will be able to become closer to our customers, communicating through their preferred channels including email and mobile applications as well as via Facebook and Twitter."

Matching customers preferences by brand

The group's customer information will be centralised on Neolane with the aim of providing a single view that will consolidate data for all the Quiksilver brands. This will allow its marketing teams to manage customised marketing scenarios for each brand, adapting them specifically to the client base in the different countries across Europe.

The software will also enable Quiksilver to track an individual opt-in customer's behaviour on the its websites, and respond with trigger marketing; sending out automated offers based on specific products that the customer has shown an interest in.

In addition, the software's newsletter templates will allow Quiksilver's marketers to send out relevant one-to-one personalised news and offer communications in the customer's preferred language. Localised newsletters might contain local store news such as events, new products and special offers.

"We needed a reliable tool for handling marketing campaigns and loyalty programs across the European continent, " concluded Honore. "We were impressed by Neolane's references in Europe and reassured that only a minimum of effort is required to implement the solution."

Tagged as: Quiksilver | Neolane | marketing | loyalty | e-commerce | website | social network | customer | communications