UK home interiors retailer, Thomas Sanderson, has launched a new digital marketing strategy which will be powered by Force24.

The brand has invested in new marketing automation technology in order to deliver a better quality retail experience for its customers. The aim is to develop a greater understanding of customers’ positioning within the buying cycle, and roll out relevant communications throughout the design consultation, survey, manufacture, installation and after care stages.

With Force24’s team already on board, the first task is a data cleansing assignment. A small marketing automation project will then be implemented as an initial benchmark exercise before the marketing cloud is then rolled out across the entire business.

Sydney Smith, senior media executive at Thomas Sanderson, said: “Customers are increasingly expecting more from brands. It’s therefore crucial that we talk to them in a personalised, meaningful manner – at key stages within their journey – whilst making more intelligent use of the vast data we now hold.

“The new strategy will see us better embrace a variety of marketing channels including email, SMS, direct mail and search integration. It will support the evolution of our brand during what looks set to be an incredibly exciting 12 months.”

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