Nightingales/Sanderson Case Study Improving campaigns with suppression Presented by: Ahmed Amin...

Nightingales/Sanderson Case StudyImproving campaigns with suppression

Presented by: Ahmed AminDate: 12th June 2007

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

Data degradation

£95 millionwasted per annum mailing people who have moved (DMA)

£18 millionwasted per annum mailing the deceased (DMA)

10% of mailings may not reach their intended recipient (Royal Mail)

1 return, 6 in bin (Royal mail)

Why not suppress?

More cost effective marketing communications

Ability to track valued customers

Protects brand reputation

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

Suppression in practice

Nightingales/Sanderson Case StudyImproving campaigns with suppression

Presented by: Grenville VincentDate: 12th June 2007

Who am I?

Grenville Vincent

Account Director

Mail Order Division

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

Who are Sanderson?

A leading UK owned provider of software and IT services

What do we do?

Production

& Print (38%)

Multi-Channel Sales

Manufacturing

E-commerceMail OrderFulfilmentRetailIntranet

Discrete manufacturingPrint & ProductionProcessing

Sample clients-production

Manufacturing

Discrete manufacturingPrint & ProductionProcessing

Sample clients-multi-channel

Production

& Print (38%)

Multi-Channel Sales

Products-multi channel arena

Mailbrain

Unity

Swords

Elucid

Midas Epos

Midas Direct

Grapevine

2006IT Supplier of the year

Sanderson in mail order

We are serving daily …

Users = 5,000+Orders processed = 1.3 millionUnits despatched = 4.6 millionOrder Value Processed = £27.5 million

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’ByrneManaging Director at Sanderson

How do we work with QAS?

Early adopter of QAS in 90’sOne of the oldest QAS business partnersQuickAddress Pro WebIntactQuickAddress BatchQuickAddress World with Readsoft OCR applicationsThe first business partner to realise the potentialof QuickAddress Batch with suppression

Who are Nightingales?

A retailer of high quality classic ladies’ clothing and accessories for discerning customers

Stones by Nightingales

How do Nightingales market?

Customer activity

Over 3.6 million catalogues annuallyto 700,000 customers

10 separate mailings

Problems before QAS

Outsourcing data cleaningHigh costs

Lack of control

Returned mail Wasted budget

Poor brand perception

The solution

Customer database

Updating contact details

Suppressing customer records

Enhanced database analysis

Mail order system

Processing orders

Efficient fulfilment & delivery

Reporting capabilities

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

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

The future for Nightingales

Customer database

Goneaways

Mailing Preference Services

Mosaic profiling

Future mailings

Royal Mail discounts

(PIP)

Additional suppression files

Thank you for listening

Presented by: Grenville Vincent Date: 12th June 2007

www.qas.co.uk