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Debenhams launches mobile marketing campaigns

Debenhams launches mobile marketing campaigns

TWICKENHAM – January 18th , 2011 – Conversational marketing technology provider Neolane, today announced that Debenhams has launched SMS mobile marketing campaigns on its existing Neolane marketing automation software platform. The initiative extends the retailer’s cross-channel marketing capabilities, now enabling both text as well as email marketing from the same platform.

“Centralising all our enterprise-wide customer marketing on Neolane, whether mobile or email, we can conduct channel-coordinated, consistent and customer relevant communications generating high response rates and sales,” said Rob Unsworth, head of trading finance and commercial insight at Debenhams. “We defined our mobile marketing requirement, enabled and tested the Neolane mobile component in just four weeks, enabling us to launch our first campaigns in October 2010 - perfect timing for the Christmas season.”

Following a major campaign encouraging shoppers to opt-in to receive its mobile marketing messages, Debenhams has since alerted customers to the Debenhams Sale and to many special offers and promotions. For example, a personalised, unique voucher discount code within one major SMS promotion can be redeemed in store or online. The Neolane platform tracks each customer’s response behaviour to campaigns in any channel (via email click-throughs and text voucher redemptions for example) and drives event-triggered follow-up conversations where appropriate.

This cross-channel, ‘single customer view’ data is analysed by the Neolane software to define what stimulates an individual’s interest, enabling future communications from Debenhams to be ever better targeted, personalised and relevant.

“Debenhams is an excellent example of a retailer taking advantage of the fantastic opportunities of mobile marketing, whilst maintaining an integrated cross-channel approach,” said Etienne Viellard, Neolane’s senior director of marketing in Europe. “Neolane enables marketers to ensure both brand and content consistency in communications whilst orchestrating cross-channel interactions via email, direct mail, web, mobile and the call centre to stimulate reactivity, sales and loyalty.“

For all campaigns, Neolane’s clear analyses and reporting allows Debenhams to prove which campaign ideas and customer journeys are delivering the best results, helping the retailer’s marketers to optimise return on marketing investment.

About Debenhams

Debenhams is an iconic British department store group which was established over 200 years ago. Debenhams has a strong presence in key product categories including womenswear, menswear, childrenswear, home and health and beauty and offers its customers a unique and differentiated mix of exclusive own bought brands including Designers at Debenhams, international brands and concessions. Debenhams has a total of 167 stores in the UK, the Republic of Ireland and Denmark. Debenhams also has 61 international franchise stores in 24 countries and an online store,, through which much of the Debenhams range is available. Designers at Debenhams include Ted Baker, Jeff Banks, Jasper Conran, Erickson Beamon, FrostFrench, Henry Holland, Roksanda Ilincic, Betty Jackson, Jonathan Kelsey, Ben de Lisi, Julien Macdonald, Melissa Odabash, Jane Packer, Pearce Fionda, Preen, Janet Reger, John Rocha, Jonathan Saunders, Lisa Stickley, Eric Van Peterson and Matthew Williamson.

About Neolane= Neolane provides the only conversational marketing technology that empowers organisations to build and sustain lifetime one-to-one dialogues, dramatically increasing revenue and marketing efficiency. With best-in-class email and inbound-outbound channel fusion capabilities architected into a single code-based platform, marketers achieve results in record time. Born digital, Neolane is easy and fun to use for both the power and casual user. Future proof, Neolane has a track record of enabling its customers to adapt to new communication challenges and exploit opportunities more quickly than their competition. Neolane is used by more than 250 of the world’s leading companies including Sony Music, Alcatel-Lucent, Orange, Sears Canada and Sephora. Visit and read our blog The Cross-Channel Conversation.

# # # Copyright © 2011 Neolane, Inc. All Rights Reserved. All other brand names, product names, or trademarks belong to their respective holders.

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