The document discusses three case studies of companies using customer relationship marketing strategies: 1) Gossard lingerie used SMS, a customer database, and integrated communication to develop customer relationships, resulting in a product selling out in 8 weeks that previously took 8 months. 2) McCormick spices built a customer value model and targeted media strategy using a customer database to drive multiple product purchases, achieving a 24% redemption rate for existing customers. 3) Muji increased average transaction value and cross-department purchases through a customer database, email marketing, and digital communication, with a 10% redemption rate and return on investment within 9 months.

1. Interactive DM & CRM Marketing and Consultancy

2. 1. Challenge
• How to make the ‘women for themselves’ proposition live for
the customer?
2. Solution
• Develop and nurture a customer relationship by
understanding and delivering women’s lingerie needs.
– Data strategy & Customer database
– Modelling & Integrated communication (inc. Digital)
– Use database to assist in new product development
3. Results
• Introduction of relationship marketing to the lingerie market
– 25,000 SMS respondents 1.5% response (during two-
– week TV burst)
– 8 months product sold in 8 weeks and now have conversations
with customers accounting for about 20% of sales
Gossard: We’d like to
give U £1 off G-
Strings by Gossard.
2 claim your G-
Voucher all u need 2
do is txt in: Your
name, House No.
Street, Postcode

3. 1. Problem
• How to identify and understand the consumer touch points which can
influence customer behaviour and use these touch points to make
consumers switch or cross-sell to other McCormick products.
2. Solution
• Customer database to understand customer dynamics in the context of the
wider market and manage relationships
• Build a customer value model that can be applied across McCormick range
to develop a targeted long term media strategy.
• Prepare a profile of existing known McCormick customers to identify those
characteristics and source ‘look-a-likes’ that match the profile.
• Drive integrated communication (including digital marketing) activity to the
relevant customer profiles and known customers.
3. Results
• Introduction of CRM to sector and encouraged multiple product purchase
• 24% redemption for existing consumers
• Database grew from 40k to 150k in 3 months

4. 1. Problem
• Direct communication with customers to increase ATV and cross-
departmental purchasing
2. Solution
• Customer Database
• Muji Mail
• Digital Comms
3. Results
• ATV increased to 3 times the norm, with 10% redemption levels
• Return on investment achieved within 9 months
• Muji recognise the value of a direct dialogue and are investing in
understanding purchase motivation and customer value