Neolane performs live at Virgin

Background
Virgin Megastores is one of the leading entertainment retailers with 126 stores throughout the UK and Ireland. Over 10 million customers shop with Virgin each year, where they can enjoy one of the widest collections of entertainment products, from the popular culture of music, film, video games, books, mobile phones and other great entertainment products.

Context
Virgin Megastores went live on Neolane in mid-August 2006 with the goal of winning enhanced returns from customer relationship management (CRM).

Following selection in June 2006, the retailer is using Neolane to create personalised, targeted, customer-centric communications aimed at delivering customer loyalty, higher response rates and increased revenues.

The Choice of Neolane
“We selected Neolane because we are confident it is a strong solution upon which we can develop a rich relationship with our most valuable customers, which recognises individual needs and interests,” said Steve Kincaid, marketing director of Virgin Retail. “Using Neolane, we intend to build on customer relationships by sending highly relevant, useful and engaging communications which bring about greater loyalty and purchase frequency.”

“Building customer relationships through communications and incentives is a core brand and revenue strategy for many companies,” said Neil Anderson, managing director of Neolane Ltd. “Virgin Megastores is following best practice by seeking to define its relationship with each customer and properly understand their purchase interests. By ensuring relevance and personalising the content of loyalty communications, our customers have significantly improved the success of their customer marketing activities.”

Benefits
Neolane v4 enables Virgin Megastores to present opted-in customers with communications and incentives that are intelligent to their purchase and preference profiles. Messages are personalised in content and highly relevant to each individual, encouraging customer loyalty, higher response rates and additional revenues.

• Collaborative solution. Neolane enables the company to quickly and collaboratively develop and control multiple tightly focused campaigns simultaneously from a single console.
• Independence. The solution is enabling Virgin Megastores to run its online and offline campaigns itself, rather than outsource them.

Future plans
Later this year, Virgin Megastores will incorporate Electronic Point of Sale transactional retail data from users of its new student discount card, launched in September. This will enable even greater degrees of customer segmentation and purchase insight. 

Neolane UK and its partners will handle the consolidation of customer data from multiple sources across the retailer. They will also support the solution with an ongoing data quality foundation to ensure unified, clean and complete customer views. 

Download the Virgin Megastores customer success story in PDF format ( PDF - 82 Kb)