The company has hired strategic DM agency Entire to develop the customer database using software from Alterian, following a competitive pitch against undisclosed companies.
Peter Ammundsen, marketing director at Vernons Pools, said: "We asked three potential suppliers to tender but chose Entire because of its proven direct marketing expertise, which gave us the confidence that it would be best at helping us unlock the huge potential of Alterian's technology to achieve the required return on our investment."
The system allows Vernons to learn about customers' behaviour, to enable the company's marketing department to accurately plan and target direct marketing activity.
Mike Fisher, database director at Entire, said: "Identifying the complex requirements for an enhanced reporting platform for Vernon's, we have developed a marketing database more geared to customer analysis and a fast turn-around to 'what-if?' hypothesis testing."
The database is being rolled out mid September, following the successful completion of tests.
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