International edition
October 17, 2021

The smartFOCUS

Rank turns to new marketing tool

(UK).- British casino operator Rank Group has selected global provider of multi channel marketing software, smartFOCUS, to drive marketing opportunities across all its brands, it was announced this week.


his tool will build a single customer view across the group's multi customer business and analyze the way in which the Rank Group communicates with its customers.

It will then plan a new way for this communication to take place to maximize the marketing potential. "We need to support our marketing departments  by providing them with the right systems to deliver the 300 + campaigns a week," said the Retail IT Director at Rank, Stewart Cruikshank. "The only way to do it was to review the whole process."

Rank has a large number of products in the United Kingdom and beyond, and operates brands such as Mecca Bingo, Grosvenor Casinos and Blue Square. As such, over 300 targeted campaigns are sent out each week.

"We believe that smartFOCUS will be able to cope with the demand, and we believe that we can align the solution to strongly support our business goals," continued Cruikshank. "So far the project is going well and we look forward to making great use of the extra customer and campaign intelligence we're getting from smartFOCUS."

Rank will use smartFOCUS' Intelligent Marketing Solution - a complete suite of software that enables marketers to launch more targeted campaigns to all brands. "By choosing smartFOCUS, Rank has demonstrated it knows a safe bet when it sees one," said the Chief Executive Officer of smartFOCUS, Chris Underhill. ´

"Rank Group needed a system that could cope with the demands of its complex marketing processes. The smartFOCUS smartMARKETER suite fits the company's requirements perfectly and offers the scalability and performance that it needs to compete in an intensely competitive market," he concluded.

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