Catalogue king Nigel Swabey is continuing to build his Scotts & Co business by acquiring the MySmartBuy.com brand, a defunct online retail firm specialising in electronics, garden electricals, and household products.
The company launched in 2003, but despite having a turnover of more than £10m in 2011 ceased trading in March of this year and was later declared insolvent.
As part of the deal, Scotts & Co has acquired the company’s customer database, comprising over 300,000 buyers and enquirers, together with some 200,000 email addresses. Customers of the MySmartBuy.com brand are predominantly male, aged 55+, with above average income.
Chairman Swabey is the man who brought the Innovations catalogue to the world and his portfolio of brands includes Scotts of Stow, Bloom and the Original Gift Company. He said: “Whilst it is always sad to see a long-established multi-channel business fail, we are nevertheless, delighted to have added this brand to our portfolio. The business is very similar in character to one of our existing brands, The Verdict.
“Surprisingly however, there is very little overlap between the customer databases of MySmartBuy.com, The Verdict, and the 8 million-strong customer database of Scotts & Co. We are expecting there to be great synergy between this brand and the rest of the Group.” MySmartBuy.com will operate from the group’s customer service centre in Groundwell, Wiltshire. The customer file is to be managed by UKLPS. Specialist catalogue and online retail consultants, Sterling Marketing , who have managed all catalogue circulation planning on behalf of the MySmartBuy.com business, will be retained as consultants.
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Nigel Swabey snaps up MySmartBuy http://t.co/K1BUJwyVUY #digitalmarketing #directmarketing #data #crm