Post Office appoints r-cubed in direct targeting bid

by Sarah Johnson, Marketing Direct 17-Jul-08, 09:20

LONDON - The Post Office has appointed data analyst specialist r-cubed to improve the analysis and targeting of its customer data.

The Post Office wants to improve its cross-selling capabilities using its vast customer database. It will then use direct marketing to target current customers with services they have not used.

Jon Epstein, managing director of r-cubed, said: "Our core brief will be to enable the Post Office to identify unseen commercial opportunities hidden within its customer data. Using analytics and targeting we aim to significantly enhance cross-selling opportunities."

Mark Beckwith, customer database manager at the Post Office, said: "Around 94 per cent of people live within a mile of a Post Office. We want to take full advantage of this with a direct relationship with customers."