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."