Loyalty-card group saves £150,000 on 10 million-card mailshot

Loyalty Management Group (LMG), the £200m database company that owns the Nectar and Air Miles customer loyalty schemes, has saved £150,000 by using data quality software to cleanse its mailing list

Loyalty Management Group (LMG), the £200m database company that owns the Nectar and Air Miles customer loyalty schemes, has saved £150,000 by using data quality software to cleanse its mailing list, which is the largest in Europe.

The multimillion-pound "recard" exercise required more than 10 million customers to receive a personalised card and information pack through the mail at their latest address.

Louise Cantrill, campaign services manager at LMG, said the Trillium Software system had identified 300,000 records that it suppressed based on suspected out-of-date or inaccurate information. "This saved us around £150,000 in production and mailing costs," she said.

LMG, which Canadian loyalty scheme operator Aeroplan bought for £350m in December, runs an Oracle/Linux (Solaris) environment with Trillium software products for data cleansing and matching operations.

About half of all UK households participate in the Nectar programme. Since its start in 2002, Nectar has given back nearly £1bn worth of rewards to collectors. On average, 19 Nectar cardholders per second use their cards, the firm said.

Nectar's 23 retail and service partners make some 50 extracts a month from their Nectar databases to profile customers for marketing campaigns.

LMG printed the new cards over three months and personalised them with the collector's name and membership number. Closer to the actual mailing date, LMG used up to date name and address data to produce a mailing pack for each person. It matched cards and packs to create the final mailing.




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