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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
