Brandyfloss - retail marketing made easy
by Startacus Admin
Warning: the following contains no traces of either brandy or floss.
Marketing is one of the most difficult parts of any business in which a product must be sold. In theory, the hardest part of the job should be developing the new product and bringing it to market. In reality, it doesn’t matter how good your product is if no one ever hears about it, or the wrong people are hearing about it, and it’s left to chance that people will stumble across it on the shelf as they pass.
Brandyfloss is a startup based in Carlow, Ireland, that simplifies the process of segmenting customers for better targeted marketing.
The web-based software accesses the client’s sales data and produces an optimised customer group based on the product the client wants to promote. It includes relevant, up-to-date insights for that group, helping the client create a tailored marketing campaign for their most likely consumers.
According to Brandyfloss, traditional segmentation could take up to weeks and 
involves plenty of guesswork; however, their software bases its results on individual customers’ data, making it more accurate, and because it can process 10 million lines of data in 0.4 seconds, it’s a little bit faster.
The speed is certainly a great benefit, but imagine seeing your unsubscribe numbers plummet because your marketing material is going only to those who will appreciate it, those for whom it is relevant, and those who are more likely to act on it.
There are some downsides - not for those who use it, but for those who can’t use it. The software is best suited to bigger retailers with a customer database of over 40,000, 500,000 product sales a year, and of course a database that actually links customers with their purchases. So indie authors and crocheters may need to look elsewhere for their marketing needs.
Still, if Brandyfloss can prove themselves invaluable to big retailers - and with the time-saving and potential conversion rates, we’d be surprised if they didn’t - who’s to say what the next iteration of Brandyfloss will be able to achieve.
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Published on: 11th February 2018
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