Emersys And Total Tools on Omnichannel Marketing

Emarsys, the world’s first marketing platform with ready to activate industry solutions that deliver results fast, today announces professional tool retailer Total Tools has chosen its retail marketing platform to deliver personalised, omnichannel customer experiences.

From humble beginnings, Total Tools has become Australia’s leading professional tool retailer, growing every year since it was founded in 1989. With 81 stores nation-wide and an online store boasting more than 20,000 products, Total Tools puts both the customer and brand experience at the centre of its operations.

However, the retail industry is facing challenges, including the rising cost of rent, increased competition and digital and retail silos. To continue to build on its success to-date, Total Tools has chosen Emarsys’ industry specific solution, built on two decades of retail best practices, to enable its customers to move seamlessly across channels, leveraging digital to drive incremental store sales, and vice versa.

“At Total Tools, we know tools and pride ourselves on offering tailored product recommendations, professional advice and service with knowledge unrivalled in the industry. As such, we’re always looking for innovative ways to improve our customers’ experiences,” said Darren Gunton, CMO, Total Tools.

“We knew we needed a new marketing platform to support our growth. However, we didn’t want to implement a platform, only to find that we also needed to invest in additional resources and tools to make it work. Put it this way, we wanted a high-performance vehicle but not an F1 car that required a pit crew to get it going. Emarsys provides one of the smartest platforms I have seen on the market, which has quickly delivered results for our business.”

The promise of servicing customers on their terms encouraged Total Tools to innovate and invest more in merging online and offline. Accordingly, Total Tools has deployed the Emarsys retail marketing platform, including its customer data platform and marketing automation tools, to collect and merge CRM data from its customers in one central location. As a result of having a single customer view, Total Tools will be able to personalise communications across multiple channels including in-store, email, Facebook, Google and its web platform. The expected result is consistent customer interactions across these channels, at scale. Additionally, Total Tools will leverage smart, artificial intelligence-powered insights to deliver dynamic product recommendations and reach customers when they are likely to be most responsive, increasing return on investment.

“The biggest advantage a brand can have is a unified, data-driven approach to omnichannel engagement with its customers. For true one-to-one personalisation, marketers need the right platform that leverages the latest technologies to drive better results, faster, in the connected era,” said Heath Barlow, Market Lead and Director, ANZ, Emarsys. “Total Tools is an example of a retailer that is leading this movement and grasps the importance of merging online and offline customer experiences.”

Previous Projects

Professional tool retailer Total Tools has spoken about how it partnered with Emarsys to overhaul its marketing capabilities over the last two years, advising it has seen a 1,100% growth in online performance during that time.

Darren Gunton, the Chief Marketing Officer at Total Tools told technology media publication CMO: “At Total Tools, we know tools and pride ourselves on offering tailored product recommendations, professional advice and service with knowledge unrivalled in the industry. As such, we’re always looking for innovative ways to improve our customers’ experiences,” 

“We knew we needed a new marketing platform to support our growth. However, we didn’t want to implement a platform only to find we also needed to invest in additional resources and tools to make it work.

“Over the last two-and-a-half years, we have been going on a journey to modernise our marketing. We launched our website in mid 2017, and a loyalty program, and really re-engineered the way we talk to our customers to be more omnichannel-focused, and to give them the opportunity to shop with us any way they wish to at anytime."

Learn more about how Emarsys helped Total Tools to overhaul its omnichannel marketing in this interview with CMO: https://www.cmo.com.au/article/669484/how-total-tools-overhauled-its-omnichannel-marketing/

Source : Insight DIY Team

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