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Graham and Green Appoints Zendor for Customer Database Analysis

Press Release

By: Zendor
15 February 2005

Graham & Green, a high street and mail order retailer specialising in ‘exceptional gifts and interiors’, has appointed Manchester-based Zendor to analyse its customer database. Zendor specialises in multi-channel retail solutions, which includes, alongside general fulfilment services, working closely with retailers to help them unlock the potential of their existing customer databases.

Graham & Green appointed Zendor in December 2004, to help the company identify ways of improving its direct marketing functions and achieve a better return on investment. Graham & Green operates a mail order service selling via its bi-annual catalogues, four London-based stores and transactional website at www.grahamandgreen.co.uk and so already possessed a valuable database.

Zendor was selected because of its expertise in database analysis and the distance shopping market in general. Zendor will conduct an in-depth analysis of Graham & Green’s customer database, demonstrating its strengths and weaknesses, and providing actionable recommendations.

For the first stage of this analysis, Zendor will establish a full profile of the customer base, looking at retention levels, repeat purchase levels, channel behaviour and customer demographics. It will then use this as a basis to suggest ways that Graham & Green can better use this data for future direct marketing campaigns.

By employing Zendor to undertake this work, Graham & Green will gain a better understanding of its customer base. This means that future marketing strategies will be directed in a more effective way, thus promoting higher response rates, driving recruitment and customer spend, reducing costs and ultimately increasing profitability.

Mel Dicker, Mail Order Manager at Graham & Green confirms, “With our online position well established, Graham & Green is well placed to exploit the power of our customer data. We are confident that Zendor, with its background in distance selling, is the perfect partner to assist us with this project.”