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.

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