Majestic hires Indicia for CRM brief

Majestic Wine has appointed Indicia as its CRM agency following a competitive pitch, bringing the curtain down on its 12-year relationship with Haygarth.
The review, launched in October last year, was handled by AAR with the brief covering both direct and digital activity.
Indicia has been tasked with creating a customer relationship strategy “centred around the individual” in order to drive up boost store visits through better engagement, and provide greater integration between on and offline communications.
Majestic does not currently have a dedicated loyalty scheme, despite offering a number of customer-centric programmes, including local wine tasting evenings and the Majestic Wine Blog, as well as a quarterly customer magazine, called Grape To Glass, which was devised and launched by Haygarth in 2009.
David Sinfield, marketing director at Majestic Wine, said: “We have reached a new stage of our business development and look forward to working with Indicia as we move our CRM programme to the next level.”
Indicia managing director Ian Stockley added: “Majestic Wine’s ambition aligns exactly with Indicia’s customer engagement approach to direct marketing in today’s multi-channel communications landscape. We look forward to creatively delivering the personality of the brand in a way that will engage with each of their customers.”
The company has 196 stores in the UK, as well as a presence in Calais. In 2011, it overhauled its online presence tailoring its website to each of its 161-store network, handing over control to individual stores.

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