Bioscience Firm Abcam Plc Selects Neolane Marketing Software in Global Sales Drive

TWICKENHAM, England--(BUSINESS WIRE)--Neolane, a provider of customer marketing and communication software solutions, has today announced Abcam Plc as a new customer in the United Kingdom. Abcam is a bioscience company specialising in the supply of antibodies from a web-based catalogue to research scientists.

Abcam will implement the Neolane software platform to initially build a clear profile of each of its customers, covering the product types that most interest each customer and how they use them. Abcam will then use Neolane to automate the creation and execution of highly personalised marketing campaigns and product communications in a drive aimed at increasing campaign response rates, and total spend per customer. Neolane will also be used to deliver relevant research articles to existing customers, ensuring that the Abcam brand remains at the forefront in the industry sector. Abcam will deploy Neolane in its UK, USA and Japan offices and will run campaigns in at least four languages.

“We’ve grown rapidly, now having an online catalogue of over 40,000 different products that we market to our global customer base,” said Jim Warwick, managing director at Abcam. “We’ve outgrown our existing email marketing system and selected Neolane for its sophisticated yet easy to use functionality, scalability, configurability and ease and speed of implementation.”

He continued: “We wanted a solution our marketers could operate easily, yet which would allow creative and sophisticated customer-personalised campaigns to be created in-house and launched quickly. We also wanted a solution which would report click-throughs and sales as they happen, so we can monitor campaign effectiveness and fine tune things dynamically.”

Not only did Abcam’s customer and marketing teams favour Neolane, but the company’s IT department recognised that Neolane would interface with the company’s existing customer database environment and allows custom development for highly specialised requirements if needed. Abcam was also impressed with the customer support offered by Neolane limited; in direct marketing technique as well as getting the very best from the Neolane software.

“When you have thousands of customers and a wide array of products, good marketing practice dictates that you must carefully segment your customer base into hundreds of clusters and construct campaigns specific to each of them,” said Jeremy Bedford, operations director of Neolane in the UK. “Neolane enables the automation of personalised-content, direct marketing campaigns across multiple communications channels that match customer interests - to win response rates that significantly exceed industry standards.”

About Abcam

Abcam plc is a producer and distributor of research-grade antibodies and associated products headquartered in Cambridge, UK, with a US office located in Cambridge, Massachusetts and a Japan office located in Tokyo. The Company produces and distributes its own and third party produced antibodies to academic and commercial customers throughout the world with product information and ordering available through the Company's website, www.abcam.com. Abcam's vision is to build the largest online catalogue of the best antibodies in the world.

About Neolane

Neolane drives marketing that delivers, with the only enterprise marketing software that enables companies to integrate emerging technologies such as mobile with traditional channels. Neolane provides a single, open platform encompassing all the essentials for managing campaigns, leads, dynamic content, marketing resources, customer data and analytics. More than 130 of the world’s most innovative marketers including Accor Hotels, EMI Music, Sephora and Virgin Megastores/zavvi use Neolane to improve effectiveness and drive revenue via cross-channel, personalized marketing. Visit www.neolane.com