Datanomic’s dn:Director Software Helping to Provide Single View of Customer Data, Enabling Advanced Segmentation and More Cost Effective Campaign Planning Fit-for-purpose data and screening specialists
Datanomic Ltd, today announced that Screwfix, the UK’s largest direct and online supplier of trade tools, accessories and hardware products, has deployed Datanomic’s dn:Director software to help with its Customer Data and Insight activities.
Every day, Datanomic’s dn:Director helps the Screwfix customer data management team prepare coherent and consistent sets of customer data, enabling Screwfix to perform advanced segmentation and buying analysis to maximise the value of customer information over millions of transactions. This approach has saved Screwfix a lot of time when dealing with data and helps make marketing investment money go further. Established in 1979, Screwfix is a subsidiary of Kingfisher Plc.
By combining trade prices and a massive range of leading brand name items, Screwfix provides in excess of 15,000 products to the trade and project DIYer’s. The company prides itself on its commitment to company care and support, and has a dedicated call centre employing 500 people as well as 145 trade counters nationwide.
“We’ve experienced dramatic growth, particularly over the last 10 years,” said Kevin Loader, Customer Data Manager for Screwfix. “We have accumulated high quality data on our customers and their buying habits and wanted to extend and enhance our marketing activities. We want a joined up view of each customer so we can better control our catalogue mailings and outbound communications to ensure we are not duplicating effort or misdirecting information. Because we are now doing business both online, as well as through hundreds of Trade Counters, we needed to review our communications strategy to ensure we have greater precision and focus. We interact with our customers in multiple ways, online, in person and by phone, so it’s imperative that we have both insight and understanding into their purchase history, preferred communications, buying patterns and requirements in order to provide a consistently high level of service. Datanomic’s dn:Director was the best data management tool to help us execute our Customer Data and Insight activities to achieve these objectives.”
Screwfix is using Datanomic’s dn:Director to perform advanced segmentation and buying analysis to establish the various types of customer journey from multiple sources, including web, call centre and Trade Counters, and maximise the value of this customer information. Screwfix was previously using a third party external mailing house to send out its catalogues. On average, the company ships between five to six million catalogues a year, so customer insight is an important part of ensuring outbound communication is properly targeted, and represents a significant portion of the marketing budget.
“We began working with Datanomic in 2007 and we are delighted with what we have achieved,” added Kevin Loader. “Datanomic’s dn:Director is both easy to use and iterative – it saves us a lot of time when we are making selections for campaigns. Datanomic has a sound understanding of customer/product data requirements and a proven track record in delivering successful projects, which were key factors in our selection decision and why dn:Director is a business critical application for us.”
For further information contact: Sophie Geering T 01223 228412 E This e-mail address is being protected from spam bots, you need JavaScript enabled to view it W www.datanomic.com
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