Hanna Andersson gets personal with Emarsys tech

Children’s apparel company, Hanna Andersson, is partnering with Emarsys to streamline and personalise customer engagement.

Email communication drives around 35% of Hanna Andersson’s digital sales, but prior to Emarsys, the brand could only send blanket communications to its customers and struggled with a lack of centralised automation.

It is now able to consolidate its customer engagement from four separate tech vendors into a single platform. And it can also quickly and easily personalise communications based on customer preference and behaviour.

For example, the retailer is able to run automated “welcome” emails and SMSs, as well as “mop-up campaigns” that target prospects who have received, but not yet used, a voucher code.

Kristin Smith, SVP Digital, Hanna Andersson, says: “We’re over 35 years old, have an amazing product, and have fostered fantastic loyalty. But before Emarsys and with our existing technology, we couldn’t engage with customers digitally in a modern and appropriate way.”

“We used to send marketing emails about girls’ dresses to everyone, regardless of whether you have a daughter or not. Now with Emarsys, we can segment customers based on what we know about them, and send girls’ dresses emails to those that we believe are most likely to be interested and purchase. It’s a much more effective way of driving revenue and fostering loyalty,” she concludes.