Fine menswear retailer aims to refine customer contact with new data services contract
Fine menswear retailer aims to refine customer contact with new data services contract
Charles Tyrwhitt, the fine menswear retailer, is working with Experian QAS to improve its contact data management strategy.
The deal is designed to support the retailer’s increasingly multichannel approach, helping to ensure customer contact details are accurate and validated for Charles Tyrwhitt’s offices in the UK, US and Germany.
Charles Tyrwhitt has implemented a range of products from Experian QAS to help meet growth targets that forecast sales of £55 million in 2010. The company’s menswear range, which includes formal shirts, suits and ties, is currently sold through a combination of 12 European retail outlets, a call centre and a dedicated website.
Data at heart of quality offering
At the front end, QAS software is used to add accurate data to its database for order fulfilment and future marketing communications. In the UK, it is also used to cross-reference customer addresses against the edited Electoral Roll to verify that a person claiming to live at a given address actually lives there to prevent credit card fraud.
Taking its contact data accuracy principles online, Charles Tyrwhitt will also use the application to help customers to enter their address details quickly and accurately when placing an order via the website. This will improve customer service and ensure information and products are dispatched to the correct address.
The software will be used to clean and maintain address data that is entered onto its system via Amazon, which also sells Charles Tyrwhitt’s goods online. This helps to ensure that data captured by third parties is kept uniform with in-house processes, improving the targeting of future mailings received by customers.
Vital to support sales growth
Cora McDonnell, systems manager at Charles Tyrwhitt, commented: “Using a contact data management tool is crucial for our business and will play a vital part in our ability to reach our £55 million growth target. Dispatching an order with someone’s name or address misspelt risks it failing to reach the correct pair of hands, and reputational damage that could impact on future sales. Experian QAS’s solutions are user friendly, enabling us to tidy up address data and put it in the format we like it at the click of a button.”
Stuart Johnson, UK managing director of Experian QAS, added: “Data is at the heart of every successful business operation and in an increasingly competitive marketplace it’s vital that organisations harness this information to improve their customer communications and in-house processes. Our work with Charles Tyrwhitt is testament to our ability to provide cutting-edge data management solutions in the retail sector and we look forward to growing our presence in this space.”
