The firm, which recently picked B'lowfish to handle its £6m direct marketing and promotional projects, is keen to grow its direct sales online and through its call centre.
It intends to position direct purchase from the company as the option for intelligent consumers, and an online campaign based on the theme 'Clued Up' will break in April.
B'lowfish will exploit further opportunities for data capture, including targeting consumers at its roadshows, leveraging the brand's sponsorship of Team Virgin Mobile in this year's British Superbike Championships.
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