The objective of the brief is to improve on last year's sales of 拢36.57m, through retention of Flying Brand's 5m customers and by improving communication with them.
The move follows the appointment of Mark Dugdale, former managing director of retail giant Arcadia, as chief executive of Flying Brands last year. He replaced Tim Dunnington, who stepped down after 13 years in the job.
Dugdale said: "Flying Brands has built its business very successfully, but its database analysis has become hampered by its existing systems, making access to customer data both difficult and slow. We've felt for some time that we may be missing opportunities because of this in the way we target customers, retain them and cross-sell them other offers."
Flying Brands currently holds separate databases for its different brands Flying Flowers, Gardening Direct, and Listen2Books. Part of GB's task will be to pull them together on to one list.
According to GB Group's Dave Cockerill the company should recoup the cost of its contract with GB very quickly "due to the increased efficiency of the direct mail".
"Even a small percentage increase on direct mail success rates can mean increased profits when you are sending out this volume of direct mail every year," Cockerill said.
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