Royal Mail and GB Group tool targets shared homes

by Joe Lepper, Brand Republic 12-Oct-06, 07:30

LONDON - Data firm GB Group and the Royal Mail have teamed up to launch a tool aimed at better targeting prospects living in houses of multiple occupancy.

The tool, called the Multiple Residence File, has been developed following the rise of HMOs, which include shared houses and flats, halls of residence and lodging houses, in recent years.

Using GB Group's consumer and business database National Register the tool aims to give marketers up to date information on those living in HMOs and also cut down on fraud, particularly when retail and financial services firms' communications are intercepted via shared letterboxes.

The tool will be particularly useful to those targeting young adults and students.

David Green, business development director at GB Group, said: "Up to now businesses have not had the opportunity to accurately pinpoint consumers living in HMOs.

"Over the years, this has represented a vast lost marketing and revenue recovery opportunity -- marketers have simply not known who and how many people are living in this type of accommodation."

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