Fashion Retailer Enhances its Digital Marketing with Lyris’ Customer Communications Platform

Emeryville, California (EastBayDaily) — Lyris (LYRI) today announced that U.K. kids and teens fashion retailer Base Fashion has selected Lyris’ connected customer communications platform to increase online conversions and lead generation for the company’s retail stores. By leveraging Lyris’ HQ with Lyris Real-Time Retargeting, Base Fashion aims to increase visibility into campaign performance and behavioral marketing to boost revenue and ROI.

Base Fashion is a leading retailer specializing in designer clothing for children, supplying well-known brands such as Ralph Lauren, Hugo Boss and Calvin Klein via its stores and online. The deployment of Lyris’ HQ and Lyris Real-Time Retargeting is the core component of its aggressive online growth strategy aimed to escalate their digital marketing sophistication. For example, with Lyris, Base Fashion now has the ability to automate website personalization, which will maximize buyer engagement and increase sales, by automatically promoting targeted dynamic content.

“Every second counts in the retail industry, so it’s crucial to build a tailored approach to digital marketing,” said Marc Granditer, Managing Director, Base Fashion. “Our previous platform was out of date and wasn’t allowing us to scale. We’re maturing from our batch-and-blast approach and Lyris was the right strategic partner for us. Not only does its technology offer us a set of advanced digital marketing capabilities, but their team demonstrated knowledge and guidance in our review process.”

“Real-time customer analytics and marketing capabilities are a powerful way to deliver five-star customer service,” said Jon Maddison, EMEA Managing Director at Lyris. “With the help of Lyris, Base Fashion now has the visibility into its campaign performance and customer behavior to deliver more timely, relevant and therefore, valuable information. Base Fashion will be able to better monetize its digital channels to increase revenue and support its future growth plans.”

Base Fashion joins more than 500 eCommerce retailers globally using Lyris to power digital marketing campaigns, including illy, Harvey Norman, PCM, Inc., Kitbag, Essential Apparel and Graham and Green. Lyris’ cloud-based digital marketing solution integrates email, social, mobile and real-time Web analytics to maximize the effectiveness of high-volume, complex campaigns.

About Lyris With over 20 years experience, Lyris is a global leader of innovative email and digital marketing solutions that help companies reach customers at scale and create personalized value at every touch point. Lyris’ products and services empower marketers to design, automate, and optimize experiences that facilitate superior engagement, increase conversions, and deliver measurable business value. The Lyris solutions portfolio is uniquely comprised of award- winning messaging automation software, digital marketing strategy and deliverability services, and a componentized and flexible integration framework that revolutionizes the way marketers can extend digital messaging across the enterprise. More than 5,000 companies worldwide partner with Lyris to manage connected customer communications.


Danielle Tarp