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The Challenge

Iceland were sending out 30+ campaigns a week and millions of untargeted comms without understanding how they were performing. Basically, there was no CRM strategy!

Making it happen

Using our 5D’s approach (Discover, Define, Develop, Deliver and Drive) we completed a thorough investigation to understand their contact history, comms performance, business performance and shopper behaviour.

We then developed a bespoke CRM strategy, which includes objectives, KPIs, a targeted contact strategy, accurate performance measurement, dashboard reporting and ongoing test and learn. All resulting in a happy client.

The results

Over £100,000 saved immediately in ‘wasted’ comms.

• Strategic campaigns delivering in excess of 5:1 ROI.

• 6-month total incremental spend of £10M+ from CRM activity.