Experian won the business after a four-way pitch centring on its technology Prospectvue, which Redcats will use across its Empire Stores, La Redoute, Vertbaudet and Daxon brands.
The database management system, developed by Experian's marketing services division, should allow Redcats to potentially reduce its campaign timescales by 60% by cleaning, screening and enhancing its data against Experian's data sources.
Prospectvue also features Lifetime Value Score, Experian's consumer scoring model, which automatically scores and segments prospects into bands according to their estimated future lifetime value for each of the brands.
Ian Bowman, senior strategic marketing manager for Redcats, said: "All of our brands will have the ability to access an integrated database to segment and manage their data according to their campaign requirements."
He added: "This means that we will not only save money by using the hosted platform, but also dramatically improve the targeting of our direct communications by taking into account each individual's future lifetime value to our business."
Last year, the catalogue shopping market saw sales fall from 53% to 25% of all home shopping, with shoppers preferring to order online. The UK has one of the biggest home shopping markets in Europe after Germany, with sales of £6.63bn.
Last year, 67% of UK adults had done some form of home shopping, up from 58% in 2002/2003.
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