UP Trips appoints Alchemetrics for CRM push

An Alchemetrics product story

Edited by the Marketingweek Marketplace editorial team Mar 5, 2007

UP Trips, the specialist leisure and entertainment management business, has taken on Alchemetrics to develop its customer database.

UP Trips, the specialist leisure and entertainment management business, has appointed data marketing experts Alchemetrics to develop its customer database and deliver a single customer view.

A subsidiary of Thomas Cook UK, UP Trips, owner and operator of flexibletrips.com and the market-leading youth brand Club 18-30, has enlisted Alchemetrics' services to develop an effective relationship management programme that will not only assist in identifying prospects but will also enhance customer relations.

Alchemetrics will design and implement a sophisticated database solution combining UP Trips' transactional marketing and customer data.

The aim is to deliver a single customer view for existing customers and prospects, detailing all interaction, sales and purchased holiday experiences.

This accurate and up-to-date data will be analysed by UP Trips in order to generate customer and prospect insight to drive campaign activity.

UP Trips' acquisition marketing manager, David Ody, commented: "A consolidated customer and prospect database, linked with campaign management functionality, will give us the foundation to deliver efficient, effective and clearly targeted marketing communications thereby maximizing the potential to convert prospects into customers.

Alchemetrics' established history of delivering successful solutions makes them the ideal partner for UP Trips.

Chris Duncan, managing director, Alchemetrics added: "With such a broad and varied customer base, it is imperative for UP Trips to have an effective marketing database that enables customer insight from all sources within the organisation to be effectively stored.

The aim of this project is to provide them with a single customer view, through the design and build of a comprehensive database of benefit to all areas of the business.

This will enable UP Trips to develop its business through improved targeting and communication with both new and existing customers.