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Retail Technology, Retail technology News

The White Company signs up to TagMan

Wednesday July 6 2011

Furnishings and homewares multichannel retailer hires tag management system to move to 'best-click' campaign tracking model

Furnishings and homewares multichannel retailer hires tag management system to move to 'best-click' campaign tracking model

 

Luxury home furnishings retailer The White Company has recruited independent tag management system TagMan to help it manage and track online campaigns more effectively.

 

The company, which operates a catalogue, website and almost 40 stores, has appointed TagMan to manage the tags used to track all its online campaigns better and unite the tracking of every channel in one system.

 

It plans to first use TagMan to implement a new web analytics system, CoreMetrics, in days rather than months and to apply a 'best-click' model to the way it tracks and rewards digital campaigns.

 

Consolidating campaign views

 

By uniting the campaign tracking of all channels -- including paid and natural search, display advertising, email and affiliates -- in one system, The White Company will be able to see the precise role of each in customers' online journeys to buying from their website. This will help it reward channels not just for being the last click, but for their contribution throughout users' paths to conversion.

 

The White Company is also planning to to apply a 'best-click' model to the way it tracks and rewards online partners, and is in discussions with its affiliate partners and agencies to decide the best methodology for a new approach.

 

Driving higher success levels

 

Joe Pack, head of marketing at The White Company, said: "We're really proud of our multichannel approach to retail and the website has been at the heart of The White Company's amazing success. As part of that, we're always keen to be among the first to innovate in ways that can make our digital strategy even more successful -- TagMan is a real example of that.

 

"It will help us use new technologies much more quickly and get us a complete view of how all our online campaigns work together; to not just convert customers, but attract them to us in the first place and help them through the research phases of online buying. In turn, that single view means we can be much more effective in the way we track, reward and incentivise the contributions of our online partners and providers."

 

The White Company is the latest online retailer to use TagMan. Shop Direct Group (March/April Retail Technology magazine), Laura Ashley and Debenhams have all announced they are using the system in just the last couple of months.