Iceland appoints The Black Hole to manage loyalty card

by Sarah Johnson, Marketing Direct 01-Jul-08, 13:00

Iceland Foods has appointed The Black Hole to develop its CRM strategy as it rolls out its customer loyalty card nationwide.

DM agency The Black Hole won the account after a strategic pitch and will be developing the frozen food giant's loyalty card scheme and managing the database built around it.

The card will be launched nationwide in October after a six month trial in Scotland and the North East. It will replace the company's original card which applied only to customers who received home delivery.

Ben Rees, head of business development at The Black Hole, said: "The trial of the loyalty card used a 'one size fits all' approach, what we are doing is introducing segmentation in to Iceland's database to make it smarter. Once the loyalty card is rolled out nationwide we will be communicating with millions of people and that approach simply won't work."

Alison Laverick, head of external marketing at Iceland, said: "The Black Hole demonstrated its understanding of how they could work with us on the Iceland Bonus Card using our segmentation and propensity models."

The Black Hole's current clients include Argos and M and M Direct.