News / Technology

Harvey Norman Aims to Increase Marketing Intelligence with Lyris

Harvey Norman partners with Lyris

Harvey Norman doesn’t appear to be slowing the omnichannel pace, as a recent partnership with the digital marketing platform, Lyris, aims to better engage customers on and offline.

Whether omnichannel retail is all spin and bullish*t seems rather irrelevant now, as Harvey Norman is aggressively expanding its capabilities in this direction.

The furniture and electronics retailer has just announced a partnership with a digital marketing platform that enhances exactly that – omnichannel strategy. Lyris is best described as an omnichannel marketing solution, which aims to increase the quality of customer engagement across digital channels and therefore increasing customer retention and loyalty, according to Daniel Hosford, Digital Marketing Director at Harvey Norman’s internal marketing division – Generic Publications.

“We’ve been working with Lyris for the last six months as an email database solution and they have been absolutely great thus far,” Hosford remarks. “During this time, we’ve realised retention is an increasingly important part of our business and a key part of that is consumer relationship management online. The best way to achieve this is via email and that’s why we’re looking to improve our relationship with Lyris.”

The service will include remarketing, cart abandonment, as well as local and mobile services enhancements. Lyris will provide the retailer with much better big data analytics, and it should already be able to leverage Harvey Norman’s database having had access to it for the past half year.

“We’ve been very impressed with their performance so far, and to be able to incorporate their offering with our mobile offering will mean that our marketing materials (emails in particular) will be consistent across all kinds of devices, with targeted messaging that supports both in-store and online channels,” Hosford says.

While Harvey Norman may be yet to realise any significant returns from its omnichannel investments, this partnership in particular puts the company another step closer to being on par with some of the large international retailers. Perhaps Gerry Harvey will have some positive things to say about the digital space soon enough.

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