Tetley GB wanted to proactively protect consumer loyalty and develop direct relationships with their most loyal customers. To assist them to do this, they chose to develop a CRM relational database. This would enable them to identify who their customers were and allow them to use their data more intelligently.
Solution
MRM were managing Tetley's Sales Promotion activity and holding customer details as a result. Using this information and collating third party data allowed a full data audit to be executed. MRM stressed the importance of cleaning and consolidating the data seeing that this exercise would enable a full profiling analysis to be carried out.
MRM Service Provision incorporated the following:
- De-dupe/append and consolidate the existing data
- Build a validation routine to run 3rd party data through
- Receive and validate the data from 3rd parties in an agreed format
- Complete a full data audit
- Cleanse and enhance the data
- Execute a full demographic profile and order history analysis
- Group data into loyalty bands
- Implement a targeted national DM campaign
- Handle all questionnaire responses
- Carry out an in depth post campaign analysis
Results
A resounding success! This was a valuable data exercise that allowed further data enhancement and the mailing itself generated a 33% response rate.
The database has continued to grow and develop through on-going communication with their customers as well as data acquisition via door to door distribution, on-pack/in-pack incentives, inserts with high profile publications and the internet.
