Blackwell’s, the leading academic, professional book retailer, publisher and library supply specialist, has appointed Jaywing to build a robust CRM warehouse, as the company seeks to provide a more tailored experience for its customers.
The project aims to provide Blackwell’s with a greater understanding of the buying habits of the academics, students and professionals that make up the bulk of their existing customer base, in order to drive sales and ensure that customers’ future needs are met.
Initially, Jaywing will analyse customer data in fine detail, prior to building the CRM warehouse, which will create a single view of the customer that can be used to target specific email communications and provide relevant content for Blackwell’s website.
Using sophisticated data analysis, the new system will allow Blackwell’s to profile customers and enhance their on-site experience in real-time with relevant suggestions and offers, integrating seamlessly with the company’s overarching brand experience.
Ultimately, the system will be able to deliver any information held on a specific customer to any touch point, for example at a till, on the website, via a customer’s mobile phone or an app. It will also allow the simple integration and use of new digital platforms and environments that Blackwell’s may roll out in the future.
The move is the first step towards Blackwell’s long-term goal of a data-driven, omnichannel offering, which will allow them to anticipate and satisfy each customer’s needs across all channels.
Alan Paterson, Technical Director at Jaywing, commented: “We’re very excited to be developing Blackwell’s new CRM warehouse. This project is an indication of our growing capability for delivering joined-up, integrated marketing for major brands, which fulfil both immediate aims in terms of sales and longer-term ambitions for an enhanced customer experience.”
Matthew Cashmore, Digital Director for Blackwells, says: “Jaywing was the only agency that not only truly understood the vision we had for engaging with our customers, but could also relate it back to the system and turn it into something tangible and real. They demonstrated an immediate appreciation of our business, our positioning and how we could turn our ultimate aim of really knowing our customers into a genuinely integrated proposition.”
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