Express Gifts, which produces more than 20m catalogues a year, will be provided with a range of data management services to improve the targeting of its direct mail campaigns through Experian's marketing services bureau.
Experian says its bespoke consumer database will enable Express Gifts to increase revenue by providing accurate data relating to consumer buying trends.
The data comes from National Canvasse, its version of the electoral roll, which has more than 40m records relating to individuals who have recently moved house. It also features pre-screening to ensure mailings are not sent to individuals with bad credit ratings, well as being deceased suppressed, designed to prevent the distress of mail being sent to dead clients.
Dave Kay, senior DM manager for Express Gifts, said: "Our customer acquisition activity will be boosted by working with Experian. The company's data integrity services will ensure that we make a positive first impression with prospects."
Kay added that Express Gifts' enhanced data quality software will allow it to market campaigns that will achieve maximum financial impact.
"The combination of enhanced data quality and being able to score each individual's future lifetime value against our Studio and Ace brands means that we can now fine-tune all of our prospect marketing campaigns for maximum financial impact," Kay said.
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