Toolstation gets personal with Emarsys tech

Toolstation has turned to an artificial intelligence (AI) platform from Emarsys to deliver a more personalised experience to customers across its direct mail, email and SMS marketing strategies.

This includes the recently launched Emarsys Offline Mail solution, which allows Toolstation to pre-set and optimise its direct mail marketing so it dovetails with its online campaigns.

“With all our customer data now in one place, we have a deeper understanding of the level of engagement we’re achieving across various channels, and the different types of campaigns our customers like to see,” says Greg Richardson, Head of Marketing at Toolstation.

“Consolidating our data into one platform was always going to be a huge priority for us in a post-GDPR world, and Emarsys – a trusted Toolstation partner for many years – will enable us to be responsible custodians of all the information we hold.”