Office hands CRM revamp to Celerity

Shoe retailer Office is overhauling its customer data strategy by pooling its siloed databases into a single customer view as it strives to usher in true multi-channel marketing.
The company – which has 105 high street stores, nearly 50 concessions and an online operation – has handed the task to Celerity, part of the Howard Hunt group.
The company has been briefed to transform Office’s CRM programme through marketing automation as part of a wider business strategy to increase market share.
The strategy will be launched initially in the UK, before moving into emerging international Office territories.
Office head of online marketing Victoria Dempsey said: “The retail environment is constantly evolving and increasingly competitive. We need to be able to communicate with individual customers regardless of whether they are on or offline.
“Our enhanced CRM infrastructure puts the customer at the centre of our marketing approach and we will use their preferences and behaviour to engage more effectively with them.”
Celerity will provide full integration of the Adobe Campaign platform, with training and ongoing campaign services to support the retailer with email marketing, in-store promotion, social media and mobile.
Celerity managing director Jason Lark added: “We are delighted to add another leading retail brand to our Adobe Campaign customer portfolio and look forward to early results.”
The data specialists other clients include Greene King, Marie Curie Cancer Care and Reed Elsevier.
Earlier this year, Office was given the slipper by the data regulator for exposing 1 million customer records. The Information Commissioner’s Office forced the shoe retailer to sign an undertaking to ensure it tightens up its data security.

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