Next initiates stores customer data push

LONDON - Next is to review its customer relationship management for its stores business to elicit more details about its shoppers and generate greater traffic for its website.

The fashion retailer, which has suffered poor sales this year, will use the data to better target activity intended to persuade customers to visit its website, where it has been selling its range since 1999. It has approached a number of agencies about the work.

Earlier this year, the retailer announced that like-for-like sales had slumped more than 7%, while profit dipped 8% to £111m. Despite beating its forecasts, Next described the results as 'disappointing'.

The retailer's advertising has been handled on a project basis, with MBA creating a number of TV and radio ads.

Separately, Next is planning to appoint an agency to handle CRM for its directory business, also with a brief to shift more customers online to its Next Directory website (Marketing, 29 November).

Direct marketing manager for Next Directory Defa Durik is leading the search; the pitch is likely to take place early next year.

Next spends more than £2.9m on promotional activity in the UK each year: £1.1m goes on direct mail, while the remainder is spread across TV, radio, press, outdoor and online, according to Nielsen Media Research,

Next, which launched in 1982, has more than 450 stores in the UK and Eire.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message