Retail and Hospitality

Toy retailer enhances its e-commerce site

12 December 2007

The Entertainer, the UK's largest independent toy retailer, has selected Escalate's Blue Martini E-Commerce suite, including the e-commerce, contact centre, analytics and relationship marketing applications.

The Entertainer went live with the Blue Martini solution in October 2007, in preparation for the holiday shopping season. Since implementation, the company has reported exceeding its previous single day sales record by 200 per cent.

The Blue Martini E-Commerce suite provides full control of up-sells and cross-sells, as well as enhanced analytics reporting that gives insight into how products are selling, enabling a suitable response.

"One of our main priorities when we were looking at new web platforms was to select a vendor that could deliver fast and stable performance during busy shopping periods," said Duncan Grant, business development manager for The Entertainer. "The Escalate Retail e-commerce solution performs extremely well and allows us to focus on selling toys on the site, rather than maintaining it."

Brian Dean, SVP, strategy and marketing for Escalate Retail said: "The Entertainer has created a successful, thriving business in a very competitive industry, and we look forward to helping the company provide the best multi-channel experience for its customers."

The Entertainer's future plans include a full rollout of Escalate Retail's Relationship Marketing solution to encourage customer loyalty and cross-channel sales, in addition to focusing on order management capabilities and reporting to identify sales opportunities for the next season.