The retailer is planning to develop its web channel and improve the management of its customer and prospect databases. It will work closely with SmartFocus to improve campaign response rates through better data quality and targeting, and improve customer knowledge.
Each campaign will pass through a defined process including target list selection, data cleaning and suppression, data selection and then a final suppression phase. Following each mailing campaign, all responses will be captured and analysed in order to better inform the decisions for the next campaign.
An FCUK buymail spokesperson said: "SmartFocus has already got to grips with our data, provided some clear analysis and profiling reports and we are in the process of ensuring the highest standards of data quality for the subsequent selections."
Chris Underhill, managing director of SmartFocus, said: "The combination of our proven software technology, experienced marketing practioners and best-practice approach makes it possible for us to deliver a complete integrated direct marketing solution. Working closely with FCUK buymail enables us to help them realise the full potential of the home shopping operation and provide clear measurable results to the business."
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