The John Lewis Partnership is continuing to ramp up its customer marketing strategy by implementing a Trillium Software system to build a comprehensive single customer view.
The software will be used across the group, including John Lewis and Waitrose brands, as well as online.
In May, John Lewis appointed Proximity London to handle its CRM programme, including the retailer’s “my John Lewis” reward scheme. A review of its Waitrose account is still ongoing; the incumbent is Kitcatt Nohr Digitas.
The Trillium Software system is designed to maintain high levels of confidence in customer knowledge, through ensuring that before use, data captured from across John Lewis’ multichannel retail environment is standardised and made consistent, and is complete, timely and accurate.
John Lewis Partnership head of customer insight and analytics Lisa Garwood said: “It is important to us that we always listen to our customers, understand their needs today and for the future, and respect their opt-in permissions and preferences for communications.
“Customers pass us this information in many different ways and it is important to us to capture it accurately and ensure the integrity and quality of the data before we use it on our customers’ behalf.
“We evaluated leading data quality providers based on key analyst research, and selected Trillium as the best fit for our needs. Its built-in knowledge-base and reference-data sets help us to deploy quickly, its rule-based approach allows optimisation of our data quality processes over time and it is compatible with our existing systems environment.”
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