Majestic Wine Group, a UK-based wine specialist, has named Adestra as its email marketing technology provider in an effort to create personalized communications across multiple channels.
The move apparently consolidates the firm’s email services with a single vendor, following the use of Adestra by its individual divisions.
The company’s four divisions serve different customer segments, and each pursues its own customer-centric email strategy. The units are Majestic Wine, Majestic Commercial, Naked Wines and Lay & Wheeler.
Naked Wines appointed Adestra in 2011. Since then, the other divisions have also turned away from their existing providers and moved to Adestra, seeking technology that could be integrated with their existing MarTech stack, the firm says.
The goal is to provide relevant one-to-one communications.
"Delivering a relevant and highly personalized digital experience to customers is core to our marketing strategy here at Majestic,” states Ed Wallis, head of trade planning for Majestic Wine. “With such a rich and diverse product range, our opportunities for email personalization are exciting and numerous.”
Adestra, a provider of first-person marketing solutions for brands, has offices in the UK, U.S., Canada and Australia.