The portal-based modular marketing system, which is being created by marketing agency Adare, is designed to deliver greater campaign control and significant cost savings. It offers digital asset management and online proofing tools, as well as a print procurement module.
The system will also hold profiles of all stores, allowing Tie Rack to determine optimum point-of-sale marketing material requirements and ensure waste is eliminated. Regional managers will be able to update these profiles as further stores open.
Store managers will also be able to access the system to see briefing details for initiatives and track campaign material through the supply chain. Adare will manage fulfilment and distribution activity to ensure that material reaches the right stores on time.
Tie Rack marketing director Sara Carter said that the portal would improve the way Tie Rack worked, allowing the retailer to focus on core marketing objectives while Adare takes care of the execution of campaigns.
The implementation of the system will take six to eight weeks. This includes Adare tailoring the front end of the portal for Tie Rack and training staff to use it.
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