UK-based SmartFocus provides software to integrate email, SMS, RSS and web channel campaigns.
The Entertainer owns 47 high street stores and websites TheToyShop.com and The Gadgetshop.com. 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.
Zoe Greenall, online marketing manager for The Entertainer, said that the new method is already saving them time and money.
She said: "The 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 online audience with Hotmail accounts. Even at this early stage, campaigns are faster, cheaper and more effective."
Bryan Black, sales director of SmartFocus, 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."
SmartFocus's clients include Chelsea FC, Asos, The Wine Society and PaddyPower.