High fashion retailers, Pringle of Scotland have transformed their business in recent years. Prestigious stores in the capital’s Sloane Square and New Bond Street are attracting a new generation of discerning and design savvy customer, with surprising and original collections. And international expansion is certain.
Customer communication is a key component of the company’s strategy. Marketing Zone has been called upon to advise on development of the marketing database. As the most important component of any database is the data itself, our involvement extends to practical data management support. Standardising and combining disparate data sources has enabled Pringle of Scotland to improve its customer information. This has allowed Pringle to better demonstrate the quality of its service through the quality of its communications. Marketing Zone has improved direct mail efficiency, creating savings of over 30% in postal costs.
“As retailers, we needed specialist direct marketing help to sort out our customer data. The improved quality of the customer information we now have has given us a sizable saving on our ongoing direct marketing costs.” Lucy Sharp, Retail Marketing Manager.