Electrocomponents to Boost Direct Email Effectiveness with Responsys

Listed on the London Stock Exchange with offices across Europe, Asia and North America, Electrocomponents is the largest electronic, electrical and industrial suppliers in the world with 500,000 products. The company has been using catalogues, trade counters and e-commerce as the primary touch points for customer interaction with 43% of its sales online. To grow its e-commerce business, the company selected the Responsys Interact® Suite, the leading on-demand email and cross-channel marketing platform, to refine its communications to deliver more tailored and relevant direct email campaigns to customers based on past purchasing patterns.

Louis Wahl, Group Head of E-Commerce Marketing at Electrocomponents explained, “To boost online sales we knew Electrocomponents needed to do more with the customer information held in various different systems across the company. We wanted a technology platform that would enable us to extract the relevant data and use it to create campaigns that speak to customers on an individual basis more regularly. We selected Responsys for its ability to integrate data held in disparate systems and automatically distribute highly targeted email communications. The solution is slick and highly comprehensive, enabling us to communicate more effectively with customers across the globe without any need for manual intervention.”

Simon Robinson, Marketing and Alliances Director, Responsys EMEA, said, “As a commercial distributor with websites in 17 languages covering 70 countries, expanding its online operations to increase profitability was a natural choice for Electrocomponents. So finding a technology partner that would be able to support its large and geographically diverse team regardless of the location or time zone was essential. Responsys was the only provider that could offer the support the team required as well as the integration abilities and functionality required to make the project a success.”