The SmartMarketer software will be employed to improve the toy retailer's email and digital marketing capability by allowing a single newsletter to serve different customers by personalising the content.
The partnership is part of a concentrated drive by the firm to achieve a more cohesive marketing strategy by integrating online and offline channels.
Segmentation and targeting will form the backbone of the approach, with the overall goal to achieve a one to one relationship with its customers.
Zoe Greenall, online marketing manager for The Entertainer said: “The smartFOCUS software has increased the flexibility of our marketing considerably, removing many of the restrictions we faced, for example, broadening our ability to deliver to a wider on-line audience with Hotmail accounts.
“Even at this early stage, campaigns are faster, cheaper and more effective. The combination of the digital expertise and service teams at smartFOCUS and our use of its software are key elements of our strategy to increase marketing integration across the company and build a strong relationship with our customer to improve marketing results.”
Bryan Black, sales director of smartFOCUS DIGITAL, added: “The Entertainer understands the importance of a cohesive marketing strategy, and the power of digital communication.
"We are proud to be playing a key role in helping The Entertainer to communicate much more effectively with its customers.”