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. (http://​adobe​.ly/​1​0​3​H​m6S)

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