ASKUL Corporation (hereinafter, Askul) is an office supply retailer of the largest scale that is highly regarded nationwide by businesses because of its commitment to deliver a rich assortment of over 360,000 items (as of December 2012) that meet the needs of the market, by “today or tomorrow.”
Askul, which puts forth “Evolving for our customers” as its corporate policy, in addition to its catalog business since inception, also beat out the competition by launching an internet order system in 1997. In order for it to begin sending out an “email magazine” to promote use of its eCommerce site, Askul needed an email delivery system that could work with an outside system and be easy to setup.
transcosmos, which was able to anticipate Askul’s needs, proposed the SaaS tool “ClickM@iler” which seemed suited to Askul’s request. Askul decided on implementation due to the high quality analytics that separate “ClickM@iler” from the competition.
Whether or not the contents of an email magazine can be tailored to the individual interests and particularities holds the key to successful email marketing.
When it comes to distribution of their email magazine, Askul, in addition to the basic features such as mail template management, email generation, and mail address management, uses the segment setting feature which allows the mailing list to be filtered through the use of various tags. Further, by using a recommend engine, customer action on the eCommerce site can scrutinized in detail and used to send a One to One email magazine full of products optimized for individual users.
After sending the email magazine, open rates, click rates, conversion rates, sales volume by product and other such analytics can be confirmed real time using the ClickM@iler management screen. Strategic mail marketing is being deployed by taking these send results and using them to optimize segments settings and email magazine content.
Also, Askul runs ClickM@iler side by side with the eCommerce site to send “Purchase Confirmations”, “Thank you” and other various transaction emails. Customer emails that result in an error are quickly shared with Askul's call center, to ensure that a service which “guarantees delivery times” is able to respond quickly.
Askul identifies global changes that much faster, and is always seeking to provide the most advanced services. Sales via the eCommerce site are growing to nearly 70% of total sales, and the importance of eCommerce strategy is becoming greater and greater.
transcosmos will continue to support Askul’s business expansion by actively proposing and offering solutions that match Askul’s needs from a wide menu of services such as internet advertising, web development and operation, call center services amongst others, in addition to the secure operation of ClickM@iler.