Snow & Rock
Established in 1982, Snow & Rock is the leading specialist winter sports and outdoor retailer in the UK. The business has grown rapidly and today boasts 20 lucrative high street stores and a thriving mail order service.
The Challenge
As consumer contact details are collated separately from the ‘bricks and mortar’ business and ecommerce facility, the B2C name and address database was full of inaccuracies, duplicates, inconsistencies and omissions. With over 115k names and addresses to be mailed to, it is important that client contact details are valid without duplications and that only one catalog is distributed per household.
The Solution
As part of its professional services, Datactics cleansed, standardized, matched and enriched Snow and Rock’s B2C name and address database. Invalid records were suppressed, and records were matched and merged to provide the ‘golden record’. To create and maintain the mailing list and ensure a reduction in the number of returned catalogs the address data was correctly reformatted in line with the Postcode Address File (PAF).
The Benefits
Now with access to accurate, complete and consistent contact data, Snow & Rock increased revenue through effective cross-selling and up-selling. Improved customer satisfaction by implementing a targeted marketing campaign and reduced marketing costs with the distribution of catalogs to ‘valid’ customers.
“Snow & Rock is the ultimate success story. Its brand has become a highly respected household name and a valuable asset to the business. With a customer database infected with poor quality data, our current and future marketing activities had limited effectiveness and incurred high costs. Datactics delivered a competent and efficient service. This exercise has been significant in improving customer communications, exploiting sales opportunities and building our brand.”
Nigel Heathershaw, Shop Direct General Manager at Snow & Rock.
For more information please click Snow & Rock Case Study.
