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.



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