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Nightingales/Sanderson Case Study

Nightingales/Sanderson Case Study. Improving campaigns with suppression. Presented by: Ahmed Amin Date: 12 th June 2007. Data Degradation. Every day in the UK… 1,600 people die (Experian research) 18,000 people move house (Royal Mail)

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Nightingales/Sanderson Case Study

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  1. Nightingales/Sanderson Case Study Improving campaigns with suppression Presented by: Ahmed Amin Date: 12th June 2007

  2. Data Degradation Every day in the UK… • 1,600 people die (Experian research) • 18,000 people move house (Royal Mail) • 650 people register with the MPS (DMA) • 1,300 people register with the TPS (DMA) Each year… • 1.2m changes/additions to PAF (Royal Mail) Overall database quality degrades by 14% per annum

  3. Data degradation • £95 million • wasted per annum mailing people who have moved (DMA) • £18 million • wasted per annum mailing the deceased (DMA) • 10% • of mailings may not reach their intended recipient (Royal Mail) • 1 return, 6 in bin (Royal mail)

  4. Why not suppress? • More cost effective marketing communications • Ability to track valued customers • Protects brand reputation

  5. Desktop suppression • Flexible, all under your control • No one knows your data better than you! • Real time suppression • Fully secure, maintain ownership • No need to export and re-import data

  6. Suppression in practice

  7. Nightingales/Sanderson Case Study Improving campaigns with suppression Presented by: Grenville Vincent Date: 12th June 2007

  8. Who am I? Grenville Vincent Account Director Mail Order Division

  9. Agenda • Who are Sanderson? • How do we work with QAS? • Who are Nightingales? • Business drivers • The solution • How did they benefit? • The future for Nightingales

  10. Who are Sanderson? A leading UK owned provider of software and IT services

  11. Multi-Channel Sales Production & Print (38%) Manufacturing What do we do? Discrete manufacturing Print & Production Processing E-commerce Mail Order Fulfilment Retail Intranet

  12. Manufacturing Sample clients-production Discrete manufacturing Print & Production Processing

  13. Multi-Channel Sales Production & Print (38%) Sample clients-multi-channel

  14. Products-multi channel arena • Mailbrain • Unity • Swords • Elucid • Midas Epos • Midas Direct • Grapevine 2006 IT Supplier of the year

  15. Sanderson in mail order We are serving daily … Users = 5,000+ Orders processed = 1.3 million Units despatched = 4.6 million Order Value Processed = £27.5 million

  16. How do we work with QAS? “QAS offer excellent functionality in a comprehensive range of address management products. We are therefore pleased to partner with them to provide this vitally important facility for our clients ensuring fast and accurate capture of addresses with their orders.” David O’Byrne Managing Director at Sanderson

  17. How do we work with QAS? • Early adopter of QAS in 90’s • One of the oldest QAS business partners • QuickAddress Pro Web • Intact • QuickAddress Batch • QuickAddress World with Readsoft OCR applications • The first business partner to realise the potential of QuickAddress Batch with suppression

  18. Who are Nightingales? Stones by Nightingales A retailer of high quality classic ladies’ clothing and accessories for discerning customers

  19. How do Nightingales market?

  20. Customer activity • Over 3.6 million catalogues annually • to 700,000 customers • 10 separate mailings

  21. Problems before QAS • Outsourcing data cleaning • High costs • Lack of control • Returned mail • Wasted budget • Poor brand perception

  22. Customer database Updating contact details Suppressing customer records Enhanced database analysis Mail order system Processing orders Efficient fulfilment & delivery Reporting capabilities The solution

  23. QAS and Nightingales “Using QuickAddress Batch with Suppression, we identified that 24,969 contacts we were mailing had actually moved house! We were able to instantly correct these addresses and send out new catalogues. This exercise was taken a couple of months ago and we have already received £71,000 worth of new orders.” Robert Price IS Manager at Nightingales

  24. How did Nightingales benefit? • More effective mailings with reduced waste • More targeted campaigns & an uplift on ROI • More revenue • Increase in brand perception • Improved business efficiencies

  25. Customer database Goneaways Mailing Preference Services Mosaic profiling Future mailings Royal Mail discounts (PIP) The future for Nightingales Additional suppression files

  26. Thank you for listening Presented by: Grenville Vincent Date: 12th June 2007 www.qas.co.uk

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