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Working with Lyris, Matches has already seen an improvement in customer data and is benefiting 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 e-commerce, 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 half of the Internet users surveyed saying that in the past three months, they have cross-channel shopped, or researched a product online and then bought it in a store. 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 personalized service.
Currently, Matches is using Lyris HQ for its email marketing, as well as utilizing 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 (http://www.lyrishq.com/).
Related resources: Lyris HQ (http://www.lyris.com/solutions/lyris-hq/) Matches Website (http://www.matchesfashion.com/) About Lyris, Inc. Lyris, Inc. (OTCBB:LYRI.OB) is the first online marketing solution provider to integrate email with diverse online marketing channels to create more efficient and effective marketing organisations. The company's flagship offering, Lyris HQ, is an all-in-one online marketing solution that combines email marketing with search, social, and mobile channels, enhanced by embedded deliverability and web analytics. Lyris HQ provides online marketers actionable insights that help them make intelligent decisions and improve results. Clients include American Apparel, Body Glove, British Museum Company Ltd., Minnesota Timberwolves, PC Recycler and Student Advantage. For more information, please visit www.lyris.com.
Source: Forrester Research Inc., Western European Online Retail and Travel Forecast, 2008 to 2014, March 16, 2009 (Updated July 30, 2009)
Press Contacts: Erick Mott for Lyris, Inc. Global Communications Director, Lyris, Inc. 001 510 604 2200 emott(at)lyris.com or Suzi Owens Blanc & Otus for Lyris, Inc. 415 856 5125 sowens(at)blancandotus.com
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