DFS hunts direct and data agencies

DFS, the sofa and soft furnishings retailer, is hunting for agencies to handle its direct marketing, data and content strategy accounts as part of a two-pronged attack on new and existing customers.
The review, being handled by AAR, will see the company appoint its first dedicated agencies after previously using a number of businesses on a project basis.
A shortlist is currently under construction with a decision on the accounts expected at the end of June.
DFS head of analytics and customer experience Davnet Reid said: “Our objective is twofold. Over the last 20 years we have accumulated a considerable amount of data which we are now looking to exploit in order to gain a better view of our customers and their purchasing habits.
“At the same time we are working to extend our reach to new consumer segments who may not have considered DFS before.”
The company’s roots go back to 1969, when Graham Kirkham, now Baron Kirkham of Old Cantley set up Northern Upholstery. Kirkham bought what was then Direct Furnishing Supplies when it went bust and relaunched his own company as DFS. It now has more than 100 stores nationwide.
The retailer’s advertising account is handled by Krow, while Mediacom runs the media business; the review does do affect either.

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