DIRECT: Carphone Warehouse unveils DM push

Carphone Warehouse is testing its first major direct marketing work

as part of a strategy to build closer relationships with its customer

base.



The mobile phone retailer is working with DM agency edge< on a campaign

inviting 110,000 prepay mobile users to switch to a more cost-effective

subscription package without having to change network. The mailing also

includes a handset upgrade offer.



Launching this month, the campaign is aimed at building customer

acquisition and maximising the potential of Carphone Warehouse's Direct

division by improving loyalty to the retailer and increasing lifetime

value.



The campaign represents a significant departure for Carphone Warehouse,

which has so far not invested significant resources in DM. It announced

its intention to reverse that strategy earlier this year by appointing

edge< and Brann Agency UK to its first DM roster.



The retailer recently announced that Virgin Mobile products would be

sold in its stores for the first time, completing its line-up of UK

mobile networks.



Carphone Warehouse's marketing has been aimed at positioning the brand

as the number one choice for price and service in the mobile market. Its

advertising, which Clemmow Hornby Inge picked up from TBWA/London

earlier in the year, claims Carphone Warehouse is the only retailer to

offer a comprehensive service to customers, placing the right phone with

the right user.



The firm's main rival, The Link, recently unveiled its first ad aimed at

the mobile replacement market. It launched a range of accessories under

the sub-brand MaxItUp last month.



Discussion

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

Latest

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
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug