Oak Furniture Land has updated its email marketing strategy to send personalised messages to customers about their local store.

As part of a strategy to seamlessly integrate online with its 62-strong store estate, the retailer has developed automated marketing content using geo-targetting technology. The location-based marketing also boosted traffic to the stores by alerting customers to special sales events.

Working with Bronto, Oak Furniture Land attained customer postcodes when they initially purchased with the retailer. This information was then fed into the Bronto system and used to target emails which have also driven online sales.

In the run up to Christmas 2014, Oak Furniture Land witnessed a 40% year-on-year increase in email-generated revenue, while this statistic dropped to 30% for the year average.

The retailer also used Bronto's marketing platform to identify customers who had previously bought from Oak Furniture Land, allow the retailer to send targeted emails showcasing related items. Oak Furniture Land said this approach "drove a significant increase in revenue."

Sophia Greenslade, CRM manager for Oak Furniture Land, said: “We want our customers to enjoy shopping with us, and so we concentrate on creating emails which they actually want to see. This means developing content which has been personalised and well thought-out. Bronto gives us the necessary insight to achieve this.”

Georges Berzgal, managing director of Bronto Software Europe, added: “Oak Furniture Land is an interesting omnichannel retailer story told in reverse; it began selling online, before later opening up physical stores. This is another great example of an omnichannel retailer leveraging data in an innovative and automated fashion, driving revenue growth by focusing first on adding value to its customers.”