Online and catalogue gift retailer The Handpicked Collection has appointed Cotswold-based data marketing agency The Blueberry Wave as its strategic CRM partner.
Handpicked Companies was established in March 2007 to exploit a fast-growing trend in the market: consumers increasingly seeking out reviews and endorsements of products from peers and experts to help with their buying decisions. Since successfully launching a site of gifts and home accessories, the company has diversified through its acquisition of existing fine food business, MacGilvray, to increase their product range into the world of gastronomy with The Handpicked Foodstore, which was recently combined onto the Handpicked site.
Now a trusted resource for a fast growing base of loyal customers, the brand has commissioned Cirencester-based data specialists The Blueberry Wave to help drive their growth strategy. The project will see The Blueberry Wave will bring together all the transactional data that Handpicked Collection holds about its customers along with Acxiom’s suite of market segmentation products, to provide an holistic view.
The Blueberry Wave will also carry out extensive customer insight including predictive behavioural modelling to identify opportunities for upsell, cross sell and reactivation; a Single Customer View (SCV) will enable The Handpicked Collection to manage their relationship with existing customers from one central database, increasing efficiency in campaign execution across multiple marketing channels, both digital and paper based.
Lisa Oakes, Head of Marketing at The Handpicked Collection, said: “The Handpicked Collection prides itself on being able to offer a highly edited selection of unique and inspiring gifts which have been vetted and endorsed by a panel of lifestyle journalists and trendsetters.
“Over the last seven years the brand has grown organically through prospect acquisition of ‘look-a-like’ customers; however, in an ever-growing competitive market we cannot rest on these channels to grow our brand, hence the appointment of the highly recommended data marketing agency The Blueberry Wave.
“We are delighted to be working with The Blueberry Wave at this exciting time in our business; the delivery of an SCV will, for the first time, open up an opportunity to drill down into our core customer base, picking out key lifestyle characteristics and shopping patterns with our brand – a priceless customer view that will shape our growth strategy over the next five years.”
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