AGA Rangemaster has augmented its single customer view database via the addition of postal addresses to support digital cross selling campaigns. The group had found that its multi-brand customers have a group value which is 45.7 per cent higher than its single brand customers. The project , which was carried out by The Purple Agency, has been quick to bear fruit.
Adrian Reeves, data analyst, at AGA Rangemaster said “Our fully consolidated SCV has always been an essential tool but by developing it to support our digital marketing activities we have been able to extract even greater value and insight from our customer data. This demonstrates how innovative database design can help organisations to optimise their communications for both postal and digital channels – and allows us to target customers very, very precisely right down to the day of the week – improving our email marketing effectiveness and increasing the value of multi-brand group customers by close on to 50 per cent.”
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