Nightingales/Sanderson Case Study Improving campaigns with suppression Presented by: Ahmed Amin Date: 12 th June 2007

Data Degradation Every day in the UK… 1,600 people die (Experian research) 18,000 people move house (Royal Mail) 650 people register with the MPS (DMA) 1,300 people register with the TPS (DMA) Each year… 1.2m changes/additions to PAF (Royal Mail) Overall database quality degrades by 14% per annum

Data degradation £95 million wasted per annum mailing people who have moved (DMA) £18 million wasted per annum mailing the deceased(DMA) 10% of mailings may not reach their intended recipient (Royal Mail) 1 return, 6 in bin (Royal mail)

Why not suppress? More cost effective marketing communications Ability to track valued customers Protects brand reputation

Desktop suppression Flexible, all under your control No one knows your data better than you! Real time suppression Fully secure, maintain ownership No need to export and re-import data

Suppression in practice

Nightingales/Sanderson Case Study Improving campaigns with suppression Presented by: Grenville Vincent Date: 12 th June 2007

Who am I? Grenville Vincent Account Director Mail Order Division

Agenda Who are Sanderson? How do we work with QAS? Who are Nightingales? Business drivers The solution How did they benefit? The future for Nightingales

Who are Sanderson? A leading UK owned provider of software and IT services

What do we do? Production & Print (38%) Multi-Channel Sales Manufacturing E-commerce Mail Order Fulfilment Retail Intranet Discrete manufacturing Print & Production Processing

Sample clients-production Manufacturing Discrete manufacturing Print & Production Processing

Sample clients-multi-channel Production & Print (38%) Multi-Channel Sales

Products-multi channel arena Mailbrain Unity Swords Elucid Midas Epos Midas Direct Grapevine 2006 IT Supplier of the year

Sanderson in mail order We are serving daily … Users = 5,000+ Orders processed= 1.3 million Units despatched = 4.6 million Order Value Processed= £27.5 million

How do we work with QAS? “QAS offer excellent functionality in a comprehensive range of address management products. We are therefore pleased to partner with them to provide this vitally important facility for our clients ensuring fast and accurate capture of addresses with their orders.” David O’Byrne Managing Director at Sanderson

How do we work with QAS? Early adopter of QAS in 90’s One of the oldest QAS business partners QuickAddress Pro Web Intact QuickAddress Batch QuickAddress World with Readsoft OCR applications The first business partner to realise the potential of QuickAddress Batch with suppression

Who are Nightingales? A retailer of high quality classic ladies’ clothing and accessories for discerning customers Stones by Nightingales

How do Nightingales market?

Customer activity Over 3.6 million catalogues annually to 700,000 customers 10 separate mailings

Problems before QAS Outsourcing data cleaning High costs Lack of control Returned mail Wasted budget Poor brand perception

The solution Customer database Updating contact details Suppressing customer records Enhanced database analysis Mail order system Processing orders Efficient fulfilment & delivery Reporting capabilities

QAS and Nightingales “Using QuickAddress Batch with Suppression, we identified that 24,969 contacts we were mailing had actually moved house! We were able to instantly correct these addresses and send out new catalogues. This exercise was taken a couple of months ago and we have already received £71,000 worth of new orders.” Robert Price IS Manager at Nightingales

How did Nightingales benefit? More effective mailings with reduced waste More targeted campaigns & an uplift on ROI More revenue Increase in brand perception Improved business efficiencies

The future for Nightingales Customer database Goneaways Mailing Preference Services Mosaic profiling Future mailings Royal Mail discounts (PIP) Additional suppression files

Thank you for listening Presented by: Grenville Vincent Date: 12 th June