Home interiors specialist Thomas Sanderson has launched a new digital marketing strategy powered by Leeds-based Force24.
With a 25 year heritage manufacturing handcrafted window and conservatory blinds and shutters, the brand has invested in marketing automation technology to deliver a better quality retail experience.
The aim is to develop a greater understanding of customers’ positioning within the buying cycle, and roll out relevant communications throughout the design consultation, survey, manufacture, installation and after care stages.
Force24 was selected as the partner of choice from a competitive tender process that has spanned several years of market research.
Commenting on what is a new direction for 2017, Thomas Sanderson’s senior media executive Sydney Smith said: “Customers are increasingly expecting more from brands. It’s therefore crucial that we talk to them in a personalised, meaningful manner – at key stages within their journey – whilst making more intelligent use of the vast data we now hold.
“This is all part of us maintaining a consistently high quality, engaging and humanised brand experience, from a customer’s initial point of enquiry and throughout their long-term enjoyment of our products.”
With Force24’s team already on board, the first task is a data cleansing assignment. A small marketing automation project will then be implemented as an initial benchmark exercise before the marketing cloud is then rolled out across the entire business.
Sydney continues: “The new strategy will see us better embrace a variety of marketing channels including email, SMS, direct mail and search integration. It will support the evolution of our brand during what looks set to be an incredibly exciting 12 months.
“We chose Force24 because of their proven experience within this area of retail, and as a result of the advice-led approach they offered during the sales process. We didn’t just receive a software pitch – it was indicative of the marketing consultancy we’ll receive as this exciting project unfolds.”