Barclaycard, Britain’s third largest user of direct mail, is calling a review of its business worth £20 million annually according to ACNielsen.

The telephone is already shrilling on the desks of a number of top below-the-line shops, although whether these include the card’s two incumbents, Colleagues Direct Marketing and BHWG Proximity, is unknown.

The review, the first since October 1998, will centre around Barclaycard’s sophisticated new targeting system which claims to identify those customers most likely to respond positively and is expected to reduce mail volumes accordingly.

News source: CampaignLive (UK)