Long Tall Sally appointed GB Group to restructure its 300,000-strong database of customers to give it insight into buying habits and help it pre-empt stock running out across its 26 stores, website and mail order business.
The company is now predicting improvements in sales and gross margin over the next 12 months and it has saved 4% of its direct marketing budget.
"GB Group's solution has provided us with the ability to see the buying habits of our customers, whether it be in-store, by mail order or via the website," Long Tall Sally finance director Jeremy Wilson said.
"We are also able to streamline our stockholding based on the profiles of individual stores, reducing over-stocking and preventing the loss of potential sales due to the availability of specific products," he said.
The company is also working with GB to analyse online customers and to develop seasonal direct marketing campaigns.
"For a company that was spending a considerable amount on direct mail to its niche customers, this system will result in huge savings over the next few years, as well as helping to make the company more profitable in the long term."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .