Scottish & Newcastle Choose EuroDirect to Develop Marketing Database

Scottish & Newcastle UK has appointed database marketing specialists EuroDirect to build, host and maintain their consumer marketing database and assist in the development of an aggressive data-driven marketing strategy.

Scottish & Newcastle is the UK's largest beer and cider producer and the name behind major brands such as Foster's, Kronenbourg, John Smith's and Strongbow.

Scottish & Newcastle UK has turned to EuroDirect to help them develop a single view of consumers and their affinities with key drinks brands. A central marketing database will be developed which will consolidate the consumer data currently held at separate agency locations. The resultant database will provide a cost- effective and reliable data management solution which will be used to drive consumer loyalty and brand affinity.

The database will be enhanced with a breadth of data variables to add consumer insights regarding their lifestage, lifestyles and purchasing behaviour. Targeted prospecting data will also be provided. The database will underpin the development of Scottish & Newcastle's CRM strategy and will facilitate effective consumer communication and prospecting campaigns across all channels.

As part of the solution, EuroDirect will also be providing analytics and data capture services to ensure every marketing opportunity can be optimised. Scottish & Newcastle will be able to access their database online at any time from various sites to support their ongoing in-house data analysis, selection and campaign management requirements.

Rick Lawrence, brand manager- Scottish & Newcastle UK said:
"Until now our data has been stored in numerous systems and locations. This exciting development will, for the first time, allow Scottish & Newcastle to take a consistent approach to data collection and analysis providing a joined up picture of our consumers."

"We selected EuroDirect because of their experience in this arena and analytical capability. This will be a strategic collaboration whereby we can use our data assets to their best potential to sustain revenue growth whilst consistently improving our returns."

John Dobson, Managing Director of EuroDirect added:
"Scottish & Newcastle UK is a really exciting client to add to our portfolio. It's enlightening to seeing more and more FMCG brand owners supplementing their traditional marketing by directly engaging with existing consumers and prospective buyers."