Crew Clothing Selects Lyris to Power Digital Marketing Campaigns


EMERYVILLE, CALIF. (December 11, 2012) Lyris, Inc. (LYRI), a global provider of digital marketing solutions, today announced Crew Clothing, Britain’s leading retailer for casual outdoor clothing, has selected Lyris to power data-driven engagement across every customer interaction. Using Lyris ONE, the industry’s leading digital marketing automation platform, Crew Clothing expects to improve synergies across channels, enhance targeting using Lyris integrated marketing analytics and experience immediate revenue improvements by increasing email open rates by 10 percent and email conversions by at least 25 percent.

Informed consumers and the proliferation of data across every customer interaction channel are causing retailers to rethink the way they target and engage customers. According to a survey by industry analyst firm Econsultancy, more than 35 percent of consumers check products online before purchasing them, and 25 percent of respondents use their mobile devices to shop. Providing consistent and relevant experiences for customers across digital touch points is a key imperative for retail success. Lyris solutions enable marketers to capture collect, and analyze data from structured and unstructured sources including social, email, mobile and hundreds of enterprise applications, to create a “live” profile of every individual customer. With this insight marketers can optimise targeting, messaging and campaign performance across every customer interaction.

“Our challenge was creating a single source for driving all customer-specific communications regardless of channel,” said Iain MacDonald, multichannel marketing director at Crew Clothing. “Lyris ONE aligned perfectly with our aspirations to tailor our marketing communications to better deliver value to our customers, irrespective of channel. In addition, the combination of the team’s expertise and the system’s usability means we can finally reach the full revenue potential of our digital marketing program.”

“Trying to navigate the complex world of online and offline data and engage customers in a meaningful way is becoming increasingly difficult,” said Samuel Ricard (pictured), VP of Sales EMEA for Lyris. “Forward thinking retailers like Crew Clothing are realizing the need to improve the customer shopping experience through more relevant and targeted messages. We provide the platform to make this transition easy, with analytics to optimise messaging and conversion opportunities in real-time.”

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About Lyris

Lyris, Inc. is a leading global provider of digital marketing solutions that helps companies engage with customers in more meaningful ways. Lyris products and services empower marketers to design, automate, and optimise data-driven interactive marketing campaigns that facilitate superior engagement, increase conversions, and deliver measurable business value. Lyris’ high-performance, secure and flexible digital marketing platforms improve marketing efficiency by providing automated digital message delivery, robust segmentation, and real-time social, mobile, and interaction analytics. The Lyris solutions portfolio is comprised of both in-the-cloud and on-premises solutions – Lyris ONE, Lyris HQ, Lyris LM – combined with customer-focused services and support.



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