Charles Tyrwhitt invests for growth
Upmarket menswear retailer Charles Tyrwhitt has invested in customer data technology as it looks to meet sales targets of £55m this year.
The Jermyn Street retailer is using products from Experian QAS to check that customer addresses are correct against the UK electoral roll, and to help customers enter their details correctly and accurately on its website. Data is also cleaned and maintained on the retailer’s Amazon sales using the software.
Charles Tyrwhitt sells formal suits, shirts and ties shirts, ties and format suits through 12 retail outlets, a call centre and dedicated website.
Cora McDonnell, systems manager at Charles Tyrwhitt says: “Using a contact data management tool is crucial for our business and will play a vital part in our ability to reach our £55 million growth target.
“Dispatching an order with someone’s name or address misspelt risks it failing to reach the correct pair of hands, and reputational damage that could impact on future sales.”
Stuart Johnson, UK managing director of Experian QAS, says: “Data is at the heart of every successful business operation and in an increasingly competitive marketplace it’s vital that organisations harness this information to improve their customer communications and in-house processes.”
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What is surprising about news like this is how many of the top eTailers don’t yet use this kind of functionality.
The Royal Mail PAF has been around for years and is available via a number of resellers (my company included). It can be had for pennies per address, but can save a lot of time and effort associated with incorrect data…. and there are all the web from usability benefits of postcode/address auto-complete to be had too!