The Book People puts customer experience first with new Kickdynamic partnership

The Book People, one of the UK’s leading book retailers, has partnered with email marketing pioneers Kickdynamic. They will work together to drive online engagement and continue to improve the customer experience.


Founded in 1988 by two book enthusiasts, Ted Smart and Seni Glaister, The Book People’s journey began as a book delivery service; delivering books directly to people’s workplaces, with just one van to cover the Guildford area. From this humble beginning, The Book People has become one of the UK’s leading book retailers, having sold circa 114 million books through, school book fairs and buses as well as corporate and non-corporate events.


The Book People have now enlisted the help of London marketing tech firm Kickdynamic. A company already trusted by dozens of the world’s leading retail brands, Kickdynamic specialise in open-time, personalized and contextualised email content automation. They will help The Book People further its commitment to providing the best possible customer experience through tailored email content and a strengthened online presence.


The new partnership will see Kickdynamic enable The Book People to communicate with each of their customers in a highly personal and relevant way. Embedded into the email at the point of open, content will be tailored to each recipient based on information such as customer genre, author preference and previously collected browser and purchase data. Moreover, the content will factor in the recipient’s location, time of open and even the weather in real-time to ensure the content is as personalised and relevant as possible.


Claire Bayliss, CEO of The Book People said “Improving our customer’s experience and ensuring we remain relevant is incredibly important to The Book People. With the launch of our Big Book Boost schools fundraising scheme, our CRM programme across emails will be an integral part of growing this initiative and the wider business.


“By working with Kickdynamic, we’re best placed to ensure we are communicating to the right customers, at the right time, with the right message! We are delighted to be working with them to make this happen!”

Matt Hayes, Co-Founder and CEO of Kickdynamic, said: “Working in partnership with home-grown business like The Book People is very exciting. They pride themselves on being able to offer the knowledge of the traditional bookseller to their customers. Now we’re working together, we can help extend this approach to every email a customer receives.” 

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