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P&G centralises European database to build CRM

LONDON - Consumer goods giant Procter & Gamble is to centralise its consumer database across 16 markets in Europe as part of a strategy to improve its relationships with customers.

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The database will be developed by Wegener Direct Marketing, which has worked for P&G in Belgium over the last 10 years.

It will house details of 385m consumers in Western Europe across Belgium, the Netherlands, UK, Ireland, France, Germany, Austria, Switzerland, Spain, Portugal, Italy, Greece, Norway, Sweden, Finland and Denmark.

Centralising the data in this way is designed to allow the company to execute national and pan-European campaigns and to build relationships with customers of its products including shampoos Herbal Essences and Pantene; household brands such as Ariel, Fairy, Ace and Lenor; and snacks such as Pringles.

P&G has collected the data through a number of methods, including: questionnaires and surveys about the use of different brands; in-store promotions' promotional packaging; DM; and online.

It only uses data that has been collected with the explicit content of consumers who have participated in the promotions.

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