Carphone Warehouse is testing its first major direct marketing work
as part of a strategy to build closer relationships with its customer
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
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
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.