Daily Mail beefs up its data, just don’t tell editorial

daily-mail-2Direct marketing industry nemesis Mail Newspapers is ramping up its quest to gather more customer data – as well as boost its coffers – with the launch of a new marketplace service, MailShop.co.uk, which will allow multiple retailers to sell products through its website.
The brands it owns – the Daily Mail and Mail on Sunday – love nothing more than an editorial attack on the DM sector, despite the fact that data and direct marketing play such a crucial role in its commercial operations.
The site has been developed using customer insight from its existing ecommerce propositions, the MyMail portal, and Mail Rewards loyalty programme which boasts over a million members.
Mail Newspapers claims it has 25.2 million readers in the UK across both brands every month in print and digital.
The initial launch focuses on homeware, garden, kitchen and Christmas ranges, with Thompson & Morgan, Lakeland and Cleverboxes among the first to sign up.
Mail Newspapers head of ecommerce Adam Kemp enthused: “MailShop.co.uk is a fantastic, new online retail proposition, offering thousands of the products our customers want, from branded pots and pans and gardening tools, right through to beds, sofas and outdoor furniture.
“The site has been built around three hallmarks of quality – inspiration, simplicity and reassurance – meaning it’s visually rich and offers guidance on the latest trends, while also being easy to navigate, secure and supported with great customer service.”
The move follows news that the company has appointed former Jobsworth Recuitment founder Ian Thomas as data insight manager. He has been tasked with leading the data team to deliver data mining, profiling, segmentation, predictive analysis and campaign reporting.

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