Experian has created a bespoke system that allows the toymaker to manage data processing centrally, and increase the speed it takes for country-specific and pan-European DM campaigns to get up and running.
Lego plans to send 17m catalogues to customers in the UK, Ireland, France, Germany, the Netherlands, Austria and Switzerland over the next three years. It says being able to do this faster will help it maximise sales.
Experian's new system will enable Lego to make sure that complete, up-to-date contact details are available for all European customer address records, and that duplicates or dead records are gone.
Finlay Robb, European business and marketing director for Lego, said: "Having already been impressed with how Experian's database management solution has helped Lego in North America, our work with Experian's marketing services division in Europe will allow Lego to further reduce the time it takes to reach our customers with the latest toy offers."
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