LK Bennett is to personalise the content of marketing emails to its international customer base using a system from smartFOCUS Digital.

The premium womenswear retailer wants to be able to segment its existing customer data, to send messages that will increase conversion rates. In addition, it wanted a system that would be easy to add new customer data to.

LK Bennett Head of e-commerce Kate Smyth, said: “We recognise the need to connect with our customers and offer them updates on the products that interest them the most.”

She added: “We were extremely impressed with the ease of use of the system and we have had positive feedback from the marketing team at LK Bennett who are looking forward to strengthening our relationship with customers.”

The system provides analysis and reporting features to oversee and track the results of campaigns. It can also automatically send emails to relevant customers based on triggers, such as when particular promotions are launched.