Cendant selects EuroDirect to build customer understanding & optimise campaign response
Cendant VRG, the holiday rental division of the Cendant
Corporation, has chosen EuroDirect's MICROVISION Marketing GIS and
CAMEO Classifications to help achieve greater customer insight and
optimise campaign response.
Cendant Vacation Rental Group (Cendant VRG) is a market leader in
the European vacation home rental sector and specialises in the
marketing of privately owned properties for holiday let. Cendant
VRG supplies the UK consumer market with over 20,000 villas,
cottages and holiday park rentals from across 22 countries through
20 consumer brands, including the 'English Country Cottages',
'French Life', 'Cottages 4 You' and 'Blakes'.
Cendant VRG has chosen to license the MICROVISION system, the CAMEO
Classifications, the household level CAMEO Lifestyle Classification
and a wide selection of lifestyle variables from EuroDirect's Data
Exchange consumer universe. This powerful consumer intelligence mix
will allow Cendant VRG to successfully segment their customer and
enquirer databases in a way that will enable them to tailor-make
propositions appropriate to each household.
Cendant VRG currently distributes over 150 different mail pieces
per year to their UK customer and enquirer base. This equates to
annual campaigns totalling over 15 million individual
mailings.
Ian Gill, Marketing Development Manager, Cendant VRG
comments:
"With the help of EuroDirect's wide ranging data assets and
targeting technologies we will be able to better understand, target
and communicate to our regular guests and those who have enquired
about out properties. By profiling our data we can now easily
identify which rental brand is most appropriate to which consumer
and we can adapt both our offer and our creative around their
lifestyle."
John Dobson, Managing Director, EuroDirect adds:
"With such high mailing costs it is vital that Cendant VRG is able
to optimise response rates and ultimately their return on
investment. By using EuroDirect's accurate consumer classifications
and powerful micro-marketing tools we are confident that they are
better placed to achieve this."