Early response
Early response
Edgars Retail Trading(Pty) Ltd, Southern Africa's leading speciality retailer of clothing, footwear,fashion accessories and household textiles, has selected Prime Response to provide a new marketing automation solution. The system, based on Prime Vantage software, will optimise the company's return on its marketing expenditure through sophisticated database segmentation and more targeted customer communication. Edgars is investing £750,000 in the project over the next year. Edgars Retail Trading is the largest business unit in the Edgars Group with half of the group's four million proprietary store card account holders. It pioneered the first phase of the project, which entailed tailoring and executing all of its regular direct mail promotional campaigns. This phase took less than five months to implement and was within the original budget. Phase two will extend the system to process all customer communications and campaign management for the other four divisions of Edgars Retail Trading by mid 1999. This phase is planned to coincide with the implementation of several other enterprise wide applications such as Oracle Financials and the Vision credit management system. Integrated with the company's decision advantage relationship marketing data warehouse, Prime Vantage also provides Edgars with a tool to evaluate the effectiveness of each marketing campaign, based on analysis of information generated by customers credit purchases. Information about Prime Response is available on http://www.prime-response.com.
