HMV Direct, the music store’s bid to sell to a ’lost generation’ of
30-something consumers in their own homes, is this year’s Marketing
The prize is yet further recognition for an up-market catalogue
operation which has already won design and direct marketing awards.
A quarter of those who received the catalogue have placed orders, and
half of these have gone on to become repeat customers.
BT, which sponsors the Marketing Telemarketing Awards, gave its special
prize to Kwik-Fit, whose telephone researchers contact 130,000 customers
each month to check on satisfaction levels.
This year’s competition had more categories, more prize winners and more
blue-chip entrants than ever. A new category for the best call centre
was won by PPP healthcare, with AA Fleet Services as runner up.
Lever Brothers headed the customer-loyalty category, following the
successful relaunch of its Persil Careline.
See supplement inside this issue.