by Renee Israel
Rank has selected global provider of multi channel marketing software,
smartFOCUS, to drive marketing opportunities across all its brands, it was
announced this week.
The smartFOCUS tool will build a single customer view across the group's
multi customer business and analyze the way in which the Rank Group communicates
with its customers.
It will then plan a new way for this communication to take place to maximize
the marketing potential.
"We need to support our marketing departments by providing them with the
right systems to deliver the 300 + campaigns a week," said the Retail IT
Director at Rank, Stewart Cruikshank. "The only way to do it was to review the
whole process."
Rank has a large number of products in the United Kingdom and beyond, and
operates brands such as Mecca Bingo, Grosvenor Casinos and Blue Square.
As such, over 300 targeted campaigns are sent out each week.
"We believe that smartFOCUS will be able to cope with the demand, and we
believe that we can align the solution to strongly support our business goals,"
continued Cruikshank. "So far the project is going well and we look forward to
making great use of the extra customer and campaign intelligence we're getting
from smartFOCUS."
Rank will use smartFOCUS' Intelligent Marketing Solution - a complete suite
of software that enables marketers to launch more targeted campaigns to all
brands.
"By choosing smartFOCUS, Rank has demonstrated it knows a safe bet when it
sees one," said the Chief Executive Officer of smartFOCUS, Chris Underhill.
"Rank Group needed a system that could cope with the demands of its complex
marketing processes. The smartFOCUS smartMARKETER suite fits the company's
requirements perfectly and offers the scalability and performance that it needs
to compete in an intensely competitive market."
