Adare wins multimillion contract with Tie Rack
World renowned specialist accessories retailer, Tie Rack, has signed a three year contract with Adare for the creation of a complete marketing communications solution for its 240 stores across 26 countries.
The Italian owned company, famous for its high quality ties, scarves and fashion accessories, will benefit from a bespoke Adare technology solution that will deliver greater control for future campaigns as well as provide significant cost savings.
The Marketing Communications Centre or MC² as it is branded, is a unique portal designed by Adare, which provides complete management of the Marketing Communications process from Creative to delivered-to-store scale out. MC² is a completely modular toolkit that combines store profiling, campaign planning & management, on-line proofing of creative work, digital asset management, print sourcing (through P2, Adare’s e-procurement system that combines 5 unique procurement practices) fulfilment, distribution and real-time tracking for all Marketing and POS collateral.
Alistair Cane, executive director for strategic solutions at Adare, comments: “MC² will give Tie Rack’s Marketing team greater control over the whole in-store campaign process”.
“With an expanding global network approaching 300 stores across the world, Tie Rack needed an on-line solution that would bring together its marketing communications tools centrally whilst giving accessibility to regional and store managers at a local level. MC² will significantly streamline the process for getting new campaigns into stores, giving Tie Rack greater flexibility over these key time critical campaigns. Through MC²’s integrated DAM and on-line proofing capabilities we’ll also improve the central control for the brand. In addition, the P2 sourcing module will deliver real cost savings within the overall concept-to-store supply-chain – giving precious time and marketing budget back to the marketeers.”
Adare will audit all Tie Rack stores globally, creating an up to date store profile database to determine optimum and accurate POS requirements. MC² will allow Regional managers to update store profiles on-line making the group’s planned store expansion plan as easy as possible from a campaign perspective. MC² will also give Store managers access to on-line campaign briefing details as well as giving them real-time tracking of campaign collateral so that they can manage scale-outs more effectively.
Adare will manage all campaign fulfilment and distribution activity from its Midlands Logistics centre to ensure that accurate quantities of POS and printed materials reach the correct stores, at the right time and in pristine condition.
Sara Carter, Marketing Director at Tie Rack, adds: “This is a key strategic development for Tie Rack and a solution that will enable us to work more efficiently, channelling our expertise into delivering our core marketing objectives, safe in the knowledge that we have the right partner in Adare to execute our campaigns. MC² will change the way we work and Adare have created a complete marketing communications solution that really works for our business.”
Cane concludes: “We are delighted to have the opportunity to work with Sara and her team at Tie Rack and look forward to making their lives a little bit easier every day! On the wider front, Adare continues to deliver technology solutions that are changing the way our clients operate. More and more of our clients are looking to our core skill-set of creative services, data solutions, multi-media communications and e-sourcing to help them streamline the way they work, change the way they communicate with customers and to drive maximum benefit from their marketing budgets.”
The contract win follows a period of intense strategic development for Adare, including the unveiling of a new multimedia Customer Communications Centre and the opening of six offices across Europe. Adare has also recently been confirmed as one of six short-listed agencies in the prestigious DBA (Design Business Association) annual awards and for the second year running has featured in The Sunday Times Top Track 250, sponsored by HSBC.
