Zoopla appoints Rapp UK to home in on CRM strategy

ZooplaOnline property giant Zoopla is planning to beef up its CRM programme with the appointment of Rapp UK to put customer data at the heart of the brand’s ambitious expansion strategy.

Founded in 2007, the site already attracts about 55 million visits and 1.4 million unique visits to its website each month, and now wants to delve deeper into that data.

Rapp UK has been briefed to “evolve” the company’s data infrastructure and capabilities, in order to build what the brand describes as “a robust and future proofed CRM framework”.

Earlier this month, Zoopla appointed Lucky Generals as its new creative agency after a competitive pitch. Brothers & Sisters previously worked on the business. Goodstuff Communications has handled Zoopla’s media account since 2016.

Zoopla head of CRM Adam Knight was appointed to the role in July, having spent the past decade in senior planning roles at Havas Helia, TMW Unlimited and Ogilvy. He said that appointing Rapp was a “no brainer”.

Knight commented: “We have rapidly identified CRM as an area of important business growth, both short and long term. But to unlock that growth, we needed to retool and evolve our martech environment significantly.

“We had to find a partner that could deliver deep expertise in data and marketing science, combined with pragmatic delivery skills that could be shaped around our operational style and cadence.

“Rapp UK’s skills and approach meant it was a no-brainer for us. We are now on the path towards achieving a best-in-class customer experience and delivering the growth we know we’re capable of.”

Rapp UK chief executive Chris Freeland added: “From renters to first-time buyers, family upsizers, downsizers and beyond, Zoopla has a role to play in navigating the property market. Building relationships with home seekers is the first step in creating loyalty and making Zoopla synonymous with UK property and this is a fantastic opportunity to make Zoopla’s ambitions a reality.”

Zoopla is owned by ZPG, which also owns price comparison service uSwitch, finance comparison website Money.co.uk, PrimeLocation and Hometrack. Having been floated on the London Stock Exchange in 2014, it returned to private ownership when it was acquired by Silver Lake Partners for £2.2bn in July 2018.

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