To grow its marketing database to 10 million, it was vital for Currys to switch from a reactive to a proactive personalised marketing approach for customer communication.
Strategy
The strategy was based on key pillars to enable an innovative, upgraded and industry-leading marketing system. These pillars had key deliverables such as improvement of brand messaging, increased customer personalisation, audience targeting, automation, and the utilisation of data to improve customer engagement and experience.
A key factor in the revamp was directly addressing the customer engagement issue on marketing activities. Currys' messaging didn't meet the personalised demand from customers, leading to disengagement...