Anglian hires Blueberry Wave to build data platform

Anglian Home Improvements is overhauling its customer communications strategy to bolster its attack on main rival Everest with the appointment of Blueberry Wave to deliver a new customer data platform.
The move follows the launch of Blueberry Wave’s OmniFuse platform and comes just weeks after the business was hired by Carpetright to handle its CRM and insight strategy.
Anglian head of insight Karl Godden said: “Blueberry Wave have a refreshing and insightful approach to the brief and are able to think strategically to our requirements helping us deliver customer-centric engagement.
“Their ability to work with us in true partnership will enable us to deliver campaigns in an omnichannel environment.”
Blueberry Wave director Nick Dixon added: “We are delighted to be working with Anglian Home Improvements to deliver a new proposition by unifying data across a range of channels.”
The OmniFuse platform is designed to capture both anonymised or known data at source, and integrate it with every customer touchpoint, whether through digital or offline channels. This is then enriched with household and transactional data to create a 360-degree view of the customer.
Blueberry Wave claims the hub can be used to execute campaigns across a multitude of channels, from online display and social to addressable TV, direct mail and instore communications.
Anglian also works with Jaywing-owned SEO specialist Epiphany, which has been running its online lead generation programme since 2016; UM London handles the media account.