Tri-Direct will first offer the list for sale and then consider offering inserts into customer mailings undertaken by the Spirit Group. A brand response campaign for the Spirit Group may also be on the cards.
The database comprises mainly loyalty scheme members and recent responders to marketing activity. The loyalty schemes are linked to the Spirit Group's brands, which include Chef & Brewer, Two for One, indoor "childrens' play barns" Wacky Warehouse, Old Orleans, Q's, John Barras and Tom Cobleigh.
According to the Spirit Group's commercial manager Kevin Hall, the database is an "untapped asset of unbelievable value".
Steve Reid, managing director of Tri-Direct Sales, said: "We'll be bringing this list on the market very quickly as it has already been cleaned, profiled and is held at a reputable bureau to assist a speedy launch."
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