How The Entertainer Personalizes The Toy Store Experience

The Entertainer is one of the largest independent toy retailers in the UK and operates more than 100 brick-and-mortar stores, as well as an e-Commerce site. Retail TouchPoints sat down with Rob Wood, Head of Online at The Entertainer, to discuss the company’s partnership with SmartFocus, which resulted in a 44% increase in email click-through rates and 120% increase in mobile sales. Wood also shared insights on how to leverage real-time marketing and personalization to engage customers, and how it leveraged chat bots to help customers find the perfect toy.