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Lifestyle clothing company Gant, has appointed Database Group to develop its database capability as part of an overall drive to increase customer acquisition. Looking to double the volume of contacts and to include email details, Gant will use Database Group’s data management and fulfilment expertise to enhance its existing communications plan and progress a pro-active acquisition strategy. A longer term view is the integration of the database with the point of sale system.
Database Group will develop, host and maintain the Gant database beginning with a full data quality overhaul, so that this active data will be used as the cornerstone for a drive to increase volumes by up to 100% during 2008. An integral component of the partnership with DbG will give Gant real time access to their database and current activity. Delivered through DbG’s data counting and extract tool Genus, Gant will not only be able to access its data at any given time, but also have the facility to make ad hoc amends as and when required.
Capturing data from a number of sources including telephone, website, cards, market research, sms and point of sale transactions, Database Group will provide a single customer view across all customers and prospects which will be used as the basis for the new marketing database. Gant will also be training its shop floor staff to proactively collect data in-store. Capable of incorporating transactional history both on and offline, the Gant database will be fully hosted with an SQL server and securely backed up for disaster recovery.
Jayne Bristow, Marketing Manager at Gant comments, “the employment of a positive acquisition strategy at this time is key to our continued growth plans at Gant. Combining our strength of brand with the proficient data handling of the Database Group gives me every confidence that we can meet our challenging acquisition targets over the coming year.” |
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