Launching e-Pandora
Frustration with IT provides entrepreneur with fresh challenge
The brief
Born of frustration from the lack of appropriate software for his e-tail business, Richard North (founder of Boysstuff.co.uk) along with his in-house IT Director developed their own sophisticated system. Building the software alongside a “live” business allowed the team to consider all aspects of the day to day running. The final result was named “e-Pandora” and the team realised that the software they had created would actually have commercial relevance to other businesses. The PR brief was to deliver the story to appropriate audiences.
The activity
Beam devised a media programme which would target specific audiences: new media, retail, e-tail, direct mail communities as well as the SME community. Beam co-ordinated one to one briefings with key journalists.
The results
“How to beat the system’’
The Guardian
“Stuffed full of ideas’’
New Media Age
“Clever use of IT to track consumers has helped Boys Stuff punch above its weight in the perilous world of e-tail.”
Retail Week
“Building a scalable business... IT stuff makes all the difference.”
Catalogue & e-Business
