Brentford FC makes it a hat-trick for Fresh Relevance

Brentford FC has become the latest Premier League team to bolster its online personalisation strategy for fans, joining Wolves and West Ham and making it a hat-trick of new account wins for digital marketing and online shopping specialist Fresh Relevance.

The West London club might have been formed in 1889, but it is seeking a far more modern solution for its merchandising and fan engagement across its ecommerce store and marketing emails.

The club were promoted to the Premier League in 2021; the first time since the 1946–47 season that Brentford were in the top tier of English football.

While last season saw the team finish ninth, this season they have not exactly been “different gravy” on the pitch, having only won one league game; however, they are now looking to boost their performance off the pitch.

And, by signing up to the Fresh Relevance platform, Brentford will get web and email personalisation, optimisation, social proof and behavioural and social targeting.

Fresh Relevance senior vice-president of personalisation Mike Austin said: “We’re delighted to welcome Brentford FC to the Fresh Relevance family and are excited to help them provide a more relevant fan experience.”

Launched in 2013 Fresh Relevance’s 350 clients also include Ann Summers, Wowcher, Dreams, Thorntons and Vision Direct. It was acquired by Dotdigital in September, cementing a partnership between the two businesses which dated back over five years.