Staples - Single View

Creating a single customer view

The Challenge
Staples wanted to streamline all of their marketing processes, and appoint a single agency that could build, host and manage their single customer view, provide analysis and consultancy on their loyalty programme and manage multi-channel marketing campaigns including DM, email and online activity.

It was critical that the database was built and deployed quickly, and that the database could be accessed quickly and easily to enable Staples to use an insight driven approach to further encouraging customer loyalty.

The Solution
Response One created an interrogative marketing database that harnessed the power of Staples' operational databases & systems using FastStats technology - a low-cost, rapid deployment, state of the art solution that provided Staples with a flexible, intuitive web-based tool and enables Staples’ marketing team to interrogate data from their desktops.

The Results
The campaign management process has been streamlined and all campaign and response history is now managed within one central database. This enables Staples to use database triggers to automate an insight-driven contact strategy to ensure that their customers receive relevant and timely communications. The solution has also enabled Staples to create a database segmentation to improve their targeting strategy.