Homebase hands Lloyd James 4m customer list
LONDON - DIY retailer Homebase has appointed list broker Lloyd James to manage its 'Spend and save' database.
Made up of 4m active loyalty scheme members, the programme awards customers with points on a loyalty card when paying for goods, which can be redeemed as discounts on future purchases.
Lloyd James already offers third-party inserts in the 'Spend and save' brochure and statements mailed out to customers, but will now now manage the customer list.
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Profiling has shown that the list is predominantly female with women making up 55% of the names. The average age of a loyalty customer is 49 years old.
David Sweeney, head of list and media management at Lloyd James Group, said: "The Homebase account means a lot to us both commercially and emotionally. The list is very appealing due to the affluent, loyal nature of the customer base and we are expecting a lot of interest in the file."
Homebase was one of Lloyd James's founding clients when it was set up in 1990. Its other clients include Ntl, Debenhams, Mothercare, HMV, RAC, IPC Media, O2, HMV and WH Smith.
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