Retailer, Crabtree & Evelyn, has launched the first stage of a five-year marketing plan that will see it use digital channels to garner new customers and touch new audiences.

It began by trialling a Mother’s Day-themed mobile app to encourage smartphone users to purchase Crabtree & Evelyn products and gifts.

The retailer also announced it has agreed a deal with BT’s retail division, BT Expedite, to install a cloud-based kisok system in its outlets, allowing the brand to track customer behaviour in real time.

Annie Pithie, Marketing Director, Crabtree & Evelyn, said the plan will involve a “significant amount” of the company’s marketing budget to its digital strategy.

She said, “ The strategy will allow us to improve our data capture and to target communications at a younger audience who might not necessarily be aware of the brand.”

She continued by saying that the retailer also planned to increase its involvement with social media because it is popularly perceived as a “gift brand”.

BT Expedite’s director of strategy, marketing and propositions, Geoff Barraclough, said the deal would let Crabtree & Evelyn take advantage of the existing broadband connections in-store.

He said, “The last couple of years have seen retailers take their shops online. Now it’s about bringing into stores the convenience of online.”

Please note the views expressed in this blog are the views of the author, Andre Brown and do not represent the view of Locayta, its employees or its shareholders. For more information about Locayta, visit