The company has partnered with DataForce to manage and grow its database of 1.5 million names, drawn mainly from new mothers who have registered with the Bounty scheme.
The aim is to profile these customers and identify who could be cross-sold non-baby related foods from across its different divisions.
DataForce will hold the central database and from the middle of this month will give all brand marketing directors access to the pool of information. It will also work on providing segmentations of different potential customers.
According to Peter Edsworth, sales and marketing director at Heinz, it is the first time different brand managers have had shared access to the same database. "Our mindset will have to change from a product to a corporate brand perspective," he said. "This is an opportunity to understand how the overall Heinz brand brings value to people's lives."
Mike Beak, business development director at DataForce said: "Heinz has realised it has valuable information and wants to see how it can be used to build loyalty with different products."
The first fruits of the integrated approach will be in a generic email campaign launched this month and a follow-up mailer. Heinz is also kick-starting the process by including its new registration website address - www.heinzoffers.co.uk - on all four-packs of Heinz Beans. This invites consumers to opt-in to future communications about Heinz products and feeds directly into the database.
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