Fashion Retailer Chooses Lyris HQ to Integrate Email, Social and Mobile Marketing and Drive Better Customer Engagement

London, UK – November 4, 2009 – Lyris, Inc., today announced that fashion retailer Matches has chosen Lyris HQ to manage its online marketing campaigns, with the aim of maintaining a unified view of customer purchasing behaviour, communicating more effectively, and driving customer loyalty and sales. With Lyris HQ, Matches is looking to integrate its marketing campaigns with a “tri-messaging” approach, which enables meaningful and measurable dialogue via email, social and mobile channels. By orchestrating campaigns across these three powerful channels, Matches will be able to build a more engaging and consistent customer experience. In addition, by leveraging Lyris HQ’s advanced Web analytics, Matches will have a holistic view of customer engagement and campaign success.

Working with Lyris, Matches has already seen an improvement in customer data and is benefitting from actionable insights into campaign effectiveness and how purchasing varies online and in-store. This level of information has enabled the company to improve the quality and frequency of its online communications with customers.

“In order to deliver an effective online marketing campaign, we need to understand what information our customers want and have the tools to deliver this information when and how they want it,” said Sandrine Deveaux, director of marketing and ecommerce, Matches.
“Lyris HQ was the only online marketing solution that could integrate the online marketing tools we needed with sophisticated Web analytics and CRM; a powerful combination for us, particularly as we operate in a multi-channel environment. Lyris’ technology combined with their best practice consultancy and understanding of how fashion purchasers work, made Lyris the obvious partner for us.”

According to a recent Forrester Research report, cross-channel shopping is a dominant factor for overall retail sales, with nearly 45 per cent of European Internet users saying that in the past three months, they have cross-channel shopped, or researched a product online and then bought it in a store[1]. Matches’ boutiques have a reputation for delivering high-quality, personal service. Hence, it was imperative to the company to provide the same level of service across online marketing channels, creating a consistent and engaging experience for its customers. For example, with Lyris HQ, Matches is able to integrate point of sale data into its customer intelligence, enabling each store to communicate digitally with its customers as well as face-to-face, providing a highly personalised service.

Currently, Matches is using Lyris HQ for its email marketing, as well as utilising its social sharing features to integrate social networking and support its Twitter strategy by tracking traffic back to the Web site. Lyris HQ will also enable Matches to rapidly launch its mobile marketing strategy, which will be a key focus for the company in the medium term.

“Marketers are under more pressure than ever to drive performance from their online marketing campaigns, while reducing cost and complexity,” said Andrew Robinson, director of international professional services at Lyris. “Drawing together campaign management and reporting for the different elements of an online campaign with a solution like Lyris HQ means that brands can better understand the impact of their strategies and how they interconnect. This allows companies like Matches to transform their marketing efforts to better serve their customers and increase results.”

Marketers can connect and join in with conversations with Lyris via Twitter, Facebook, LinkedIn and YouTube and can find a vast repository of marketing commentary and best-practices guides on LyrisHQ.com.

Related resources:
•   Lyris HQ
•   Matches Website