Majestic Wine hunts CRM agency

Majestic Wine is talking to direct marketing agencies about its CRM account, held by Haygarth for more than 12 years, as it looks to build stronger relationships with its customers.
The review, which has seen requests for information (RFIs) being sent out, is being handled by AAR.
It is understood Haygarth is planning to repitch for the account, which includes direct and digital activity.
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.
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. Devised by e-commerce services provider Snow Valley, visitors to the Majestic website can see up-to-date details of daily wine tastings in their local store, as well as other event listings, staff biographies, and a Twitter and news feed.
Since its launch in 2000, the Majestic online store has grown to become a significant part of the retailer’s business, accounting for 10% of sales. Overall the company has 580,000 active customers.
St Luke’s handles the company’s ad account, while MediaCom is its media agency of record.

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