Northern Europe’s largest toy retailer more than doubled annual online revenues with the help of Adobe Target and Adobe Analytics solutions in Adobe Marketing Cloud.

TOP-TOY Group originally launched its web presence in 1999 to complement its stores in Scandinavia, Finland, Germany, and Hong Kong. The company owns the BR and Toys’R’Us retail chains and the NORTHSTAR wholesale distributorship. But in 2010, the company felt it needed to do more to draw online and mobile customers, especially from the widening variety of digital channels and devices.

“Adobe Marketing Cloud was ideal for us since all of the products are integrated and work seamlessly with software from our other vendors, such as Responsys, enabling us to realize better results than we could from each vendor individually,” says Mads Vangkilde, eCommerce manager at TOP-TOY Group. “Adobe Marketing Cloud provides powerful solutions that scale with our business as our digital marketing strategies evolve.”

Adobe Target and Adobe Analytics are helping TOP-TOY quickly understand and respond to customer behaviors and preferences. Easy integration with TOP-TOY’s email platform, Responsys, enables the company to deliver targeted recommendations to customers based on their viewing and purchasing affinities. These improvements have helped TOP-TOY boost campaign conversions by 300% to 400%.

Additionally, analyzing customer traffic and click-through patterns helps TOP-TOY optimize pages, which has increased conversions per page 1%–2%. Since implementing Adobe Marketing Cloud in 2010, digital channel revenues have risen 250%.

Click to learn more about how TOP-TOY is optimizing the business of play with Adobe Marketing Cloud. (