INTELLIGENTRETAILER
31
BETFAIR RAISES THE STAKES
B
etfair has created a single customer CDMS developed a solution that would Interact Campaign was deployed in a
view with CDMS expertise and allow Betfair’s marketing team to manage managed environment to execute and track
technology. multichannel communications quickly, campaigns to briefs created with Interact
Martin Ruddy, previously head of data and accurately and effectively. Customer Insight.
planning at Betfair and currently independent In order to achieve the required Betfair now bene½ ts from a signi½ cant
consultant for the company, explained how objectives, CDMS utilised the matching increase in the number of cost-effective
marketing campaigns had been run prior to capabilities and high-performance processing campaigns it is able to execute and can
working with CDMS. capacity of DataHealth to develop a single run up to 120 campaigns a month
Ruddy said: “The problem was that every customer view (SCV) that could be updated compared to ½ ve a month previously. And
time we wanted to set up a new campaign or daily to provide Betfair with a clear view of reduced from between three and ½ ve
carry out some testing, we had to go through each customer’s behaviour from the previous weeks, campaigns across multiple channels
our data warehouse team. Typically it would take day. can now be delivered faster, within 48
three to ½ ve weeks to set up a new campaign, CDMS also deployed their Interact hours.
which is not very ¾ exible from a marketing Campaign and Interact Customer Insight Ruddy said: “It was quite a bespoke system
point of view and would limit the testing and products, which provide Betfair with the that CDMS developed for us.
learning we got out of campaigns. We wanted capability to pro½ le their customer base “Although they have the technological
to drill down into the individual segments and against the EuroDirect Data Exchange and solutions readily available, “they are also
understand what makes customers tick so make selections based on both pro½ le and very ¾ exible and we were able to develop
that we could effectively cross-sell and up-sell transactional behaviour. In order to manage customised scripts for us which really made
within our customer base.” right-time, right-channel contact strategies, this solution succeed.”
The situation was equally laborious with
direct mailings, which were normally timed
around larger events throughout the year.
TESCO SIGNS €1 MILLION
Every time Betfair carried out a mailing
campaign they had to extract the data, do all
GREEN LIGHTING DEAL
the selections and exclusions, and send the Tesco has signed a €1-million deal to lighting with digital lighting, based on light
data off to a data bureau to be cleaned and implement its energy saving LED lighting emitting diodes (LEDs) energy consumption
enhanced on an ad-hoc basis. This meant that product in its Ireland’s stores. T is reduced in the refrigerated glass doors
the company had to recreate the wheel for The deal will see food display displays by more than 60%.
each campaign. Moreover, every time the data illumination provider Nualight’s Vantium Michael McNerney, energy manager at
was sent off, Betfair would incur a set-up and Porto product retro½ tted in all doors in the Tesco Ireland said: “We selected Nualight
cleaning charge of between £2,000 to £3,000 frozen display cases across 111 Tesco stores as a partner because we were pleased with
for each campaign. in Ireland. the signi½ cant cost savings and enhanced
“We really needed a database that was Tesco will realise a number of cost and product illumination offered by LED. Tesco
cleaned and enhanced rapidly rather than the energy saving bene½ ts as a result of the is committed to cutting its carbon footprint
three to ½ ve weeks we were experiencing implementation, including a signi½ cant cost in every area of its business and aims to
and thereby have the ¾ exibility to extract saving of €250,000 a year. By replacing halve energy use by 2009. This LED initiative
campaigns on a regular basis without incurring environmentally unfriendly ¾ uorescent helps us achieve this important goal.”
the additional costs,” said Ruddy.
End to end merchandising - created by retailers for retailers.
Integrated pricing, promotion and advertising.
Advanced forecasting and optimisation with a high level of accuracy.
Highly scalable technology and architecture.
www.retailexpress.com
NOVEMBER 2008 RETAIL TECHNOLOGY
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