Stanley Black & Decker ups eCRM

Stanley Black & Decker, the company behind the eponymous power tools and hardware products, is ramping up its international eCRM strategy with the appointment of eCircle to handle all its email marketing activity.
The company will use the eC-messenger service to automate and personalise email messages according to Stanley, Black & Decker and Dewalt’s customer communication preferences and previous online engagement.
eCircle will be responsible for the broadcast, design and campaign management of the three brands’ campaigns. This will include the automated welcome programmes for consumers signing up to receive branded communications and broadcast of the brands’ newsletters to both an international and local audience.
The company will be responsible for delivering each campaign in multiple languages across Europe, run out of the UK office. Behavioural data generated from the emails will be used to tailor subsequent communications and feed into Stanley Black & Decker’s CRM system to enhance its existing customer profiles and segments.
Stanley Black & Decker EMEA digital services manager Daniel Kennedy said: “After a rigorous and thorough selection process, we had no doubt eCircle was the right partner for us. Its managed service capability and CMS template, combined with its international offering all provide an unrivalled CRM solution for our brands. Our customers will be able to look forward to insightful, highly targeted and engaging content.”
Stanley Black & Decker was formed in March 2010 through the merger of Stanley Works and Black & Decker. In 2011, the US company posted revenues of $10.38bn (£6.49bn).
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