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Boden looks to double customer acquisition

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Multichannel mail order clothing retailer Boden is aiming to boost customer acquisition dramatically in the next three years with the help of new technology.

It aims to double cold acquisition activity over the next year and to increase this by 50% in years two and three.

It has appointed Experian to create a prospecting platform to drive and optimize Boden’s customer acquisition activity.

Boden will use Experian’s customer insight and campaign planning skills to identify the most promising future leads and drive targeted, multi-channel communications to increase current volumes and response.

The deal further strengthens the relationship between the two organisations, following Boden’s appointment of Experian CheetahMail as its email marketing services provider of choice last year.

Rob Silsbury, Marketing Manager at Boden, said: “The strength of Experian’s innovative data, analytics and platforms will help drive our cold customer acquisition programs in a more cost-effective manner. Working with Experian will also allow us to refine our understanding of our target DM audience with regards to mailing frequency and greatly improve the effectiveness of our campaigns.”

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