Transactis secures Craghoppers contract


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Database marketing firm to provide desktop solution to deliver insight on Craghoppers and Bear Grylls customers

Customer insight and database marketing specialist Transactis has been appointed by outdoor travel clothing brand Craghoppers to deliver a customer and acquisition communications programme through Vision, its desktop marketing solution. The contract covers two brands – Craghoppers and Bear Grylls.

Craghoppers wanted a better view of its prospects and customer base in order to improve campaign targeting and customer segmentation in 2011. Transactis’ Vision will give the brands a single customer view across all touch points and an integrated, flexible platform for managing customer and prospect data, enabling Craghoppers to keep pace with customer behaviour and act on insights gained from analysis of this information. Vision will allow Craghoppers to quickly and easily segment its customers and prospects, and shape tactical contact strategies.

Jonathan Miles, Marketing Campaign Manager for Craghoppers, comments: “I knew that if we were going to take our business offering to the next level and meet our goals and objectives, we needed the correct platforms and systems in place to enable us to do so. Transactis worked tirelessly with me and my team to prove the true value of implementing Vision. We will now have a Single Customer View system that gives us a true marketing insight at our fingertips and across both brands. The flexibility and visualisation Vision brings us is fantastic and I intend to make this system work hard for us moving forward.”

Vision is due to go live in February 2011. The desktop marketing tool gives clients a dynamic view of their customers – not only within their organisation but of customer activity across all brands in the Transactis pool. It enables marketers to identify and execute the most profitable activity, increase campaign response through more efficient targeting, and increase the value of existing customers.

Dylan Jenkins, Head of Retail and Home Shopping at Transactis, comments: “Through Vision, Transactis can ensure that Craghoppers has a clearer, more complete view of who its customers are. Having a Single Customer View enables the retailer to better track customer behaviour and understand their needs. This insight, in turn, allows the company to communicate more effectively with customers and respond to them with appropriate actions. Transactis will ensure that Vision is implemented smoothly and delivers real value for Craghoppers, taking their key brands to the next stage in their growth and evolution. We are delighted to be involved in this process and to help Craghoppers to grow its business.”

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