Sports and fashion chain, Stadium implements Neolane Software for personalised one-to-one marketing campaigns

Sports and fashion chain, Stadium implements Neolane Software for personalised one-to-one marketing campaigns

Stadium, the Nordic sports and fashion retailer, has implemented the marketing automation platform from enterprise marketing software provider, Neolane to improve results of its business to consumer (B2C) cross-channel marketing campaigns.

Stadium has 120 stores in Sweden, Denmark and Finland, as well as a successful e-commerce site. The retailer implemented the Neolane platform in order to improve its customer marketing campaigns and increase associated sales revenues, customer loyalty and lifetime value.

As part of a phased implementation strategy, Stadium will switch from simple campaign segmentation to one-to-one content personalised communications that are relevant to each individual customer's purchase history, declared and inferred interests. Campaigns are now already running via email and direct mail; SMS mobile is also being considered for communicating with those customers who opt in to the channel.

Realising value of targeted approach

"We're well aware that irrelevant offers are seen as spam by customers and it's important to us that we ensure that all outbound communication is targeted and relevant," said Peter Jarnefjord, loyalty manger at Stadium. "Neolane's solution has allowed us to implement a powerful, personalised customer contact strategy that allows customers the flexibility to influence, which channel is most effective for them: e-mail, SMS or direct mail."

Stadium's investment in Neolane replaces an email marketing tool that offered the company only very limited message content customisation, taking time and technical expertise to enable.

"In order to achieve results quickly, Stadium is taking a phased approach to implementing Neolane," said Franck Attia, director of Nordic operations at Neolane. "Even with this approach, many of our clients in the retail sector have seen a return on investment within a year, and we are certain that will be the case for Stadium as well."

Jarnefjord concluded: "Implementation of the new marketing automation platform was the first step in our new loyalty management strategy. Neolane's considerable experience within the retail industry and many client references such as Tele2, Scandinavian Airlines, EMI, Accor and Samsung was decisive in our choice of the Neolane cross-channel solution."