Australia’s leading mattress and bedding retailer, Forty Winks has partnered with omnichannel customer engagement platform, Emarsys to have 360-degree visibility on customer retention. Emarsys has been selected to implement its customer-centric ecommerce solution to support business growth and modernise the brand’s communication with consumers. 

Forty Winks has a network of more than 100 stores, servicing all major cities, territories and regional areas, and in the face of the pandemic was impacted by physical store showroom closures, requiring its services to turn fully digital.

The shift required Forty Winks to address its business challenges comprised of scattered data, no single source of data truth and a lack of personalised consumer services. Forty Winks selected Emarsys to deploy its ecommerce solution to communicate with customers through an omnichannel approach via email, SMS, CRM ads, and web channel.

Forty Winks senior digital and exommerce marketing manager, Kira Poole said, “We have over one million people walk into our stores each year, yet we had no way of unifying our customer data to further build on one-on-one relationships.

“Prior to implementing Emarsys’ solutions, our approach to reaching consumers was through a ‘blast and spray’ communication style. The pandemic’s impact on retail demonstrated that we needed to digitise our business model, quickly and efficiently. Now, with the help of Emarsys, we can provide our customers with smarter, personalised, communications and brand experiences.”

Emarsys director of client success for Australia and New Zealand, Kristyn Wallace added, “In today’s consumer landscape, being able to offer customers digital services is crucial. We are thrilled to welcome Forty Winks to the Emarsys family and support its digital transformation journey in establishing greater visibility of consumer insights while strengthening one-on-one relationships.”