smartFOCUS provides The Wine Society with acclaimed intelligent marketing tools.

smartFOCUS, a European-headquartered vendor of Enterprise Marketing Management (EMM) software, has been selected to provide The Wine Society with its leading marketing software. The Wine Society has obtained SmartFOCUS smartANALYZER and smartREPORTER to allow better management and more intelligent analysis of member data.

The Wine Society is a members-only wine club that seeks to introduce its members to the world’s best wines at a fair price. Each member owns a share of the company, giving them joint ownership and a lifetime membership to The Society. Because The Wine Society is owned by its members it neither seeks to maximise growth nor its profits. Its focus is on sourcing high quality wines from across the globe and ensuring value for money to its members.

smartANALYZER is a fast, flexible and user friendly analysis and visualisation application and is helping The Wine Society implement a range of greatly improved services. The software will allow the group to easily profile individual members, gaining a clearer understanding of members’ behaviour. smartANALYZER allows The Wine Society to retrieve member data from its databases and examine individual elements, such as what type of wine members purchase most often, or in which ones they demonstrate an interest. This allows The Wine Society to provide information to members based on their own tastes. smartREPORTER is an add-in module for Microsoft Excel that will let The Wine Society easily generate complex data summaries and list reports.

Kathryn Harvey, marketing executive at The Wine Society, said: “Although we looked at other products, smartFOCUS offered the best functionality. With this new software, we can gain a much better overview of the organisation’s member base, helping us to see which wines are popular and which are not. It will also help us provide a much better service to members; knowledge of members’ particular tastes and preferences will allow us to supply them with information that is relevant and useful to them.”

Chris Underhill, CEO, smartFOCUS, said: “smartFOCUS’ Intelligent Marketing software provides invaluable tools, creating additional insight into customer data helping maintain loyal customer relationships and increasing customer satisfaction. The Wine Society provides a fantastic service for its members, and our software will help that service become even better.”