Butlins appoints Alchemetrics to manage database

by Daniel Farey-Jones, Brand Republic 06-Apr-06, 07:30

LONDON – Holiday company Butlins has appointed its first marketing technology company Alchemetrics to host and manage its customer and prospects database.

Butlins is looking to Alchemetrics to develop in-depth understanding of its customers that will drive its forthcoming marketing strategy, designed to develop the brand and increase sales revenues.

Tanya Vinton, direct marketing manager at Butlins, said: "The insight provided by Alchemetrics will ensure that we satisfy the requirements of our existing customers, thereby improving loyalty, and help to attract new ones."

The company has invested £40m in its resorts over the last three years, which includes its new Shoreline Hotel, providing an alternative to its chalet accommodation.

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