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DIY firms hardest hit by failure to keep track of movers

LONDON - DIY and domestic appliances firms are among the worst hit by a failure of databases to keep track of when customers are moving home, according to research by data agency Marketing Metrix.

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The agency says that those moving into new homes spend as much on home improvements and appliances in the first three months as they did over the previous three years.

However, failure to keep track of movers coupled with latest estimates that a fifth of all addresses in databases are out of date means that firms such as Comet and B&Q are among a raft of firms missing out.

The consultancy is using the research to promote the launch of its latest product, called Customer Trail, which it claims will be able to locate around half of all movers.

Bill Portlock, managing director of Marketing Metrix, said: "With around 20% of addresses on databases listed incorrectly, Customer Trail will solve a huge problem for large blue-chips. 

"It is especially suited to brands such as Comet, B&Q or Homebase with whom customers spend a great deal of money in the first three months after a home move. 

"For brands like this to lose track of profitable customers is critical to their profitability."

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