Total Tools chooses marketing platform to power a personalised customer experiencesBY Australian Retailers Association
Australian professional tool retailer selects Emarsys retail marketing platform to deliver results in days, not months
Emarsys, the world’s first marketing platform with ready to activate industry solutions that deliver results fast, 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 nationwide 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.
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.”
About Total Tools
From humble beginnings, Total Tools has become Australia’s paramount professional tool retailer, growing every year since it was founded in 1989. With 81 stores nationwide 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. Find out more at totaltools.com.au
Since 2000, Emarsys has helped over 2,200 brands in over 70 countries to connect with 3 billion customers around the world. Each day, we deliver more than 350 million personalized interactions across email, mobile, social, and web, leading to millions of daily purchase events on our software. Learn more at emarsys.com
ABOUT THE AUTHOR
Australian Retailers Association
Founded in 1903, the Australian Retailers Association (ARA) is Australia’s largest retail association representing Australia’s $310 billion sector, which employs more than 1.2 million people. As the retail industry’s peak representative body, the ARA works to ensure retail success by informing, protecting, advocating, educating and saving money for its 7,500 independent and national retail members throughout Australia. For more information, visit www.retail.org.au or call 1300 368 041.