SCA picks Broadsystem to manage database marketing

Edited by the Marketingservicestalk editorial team Mar 5, 2007

SCA Hygiene Products UK has appointed multichannel communications specialist Broadsystem to manage its database to support all direct marketing activity for the Tena brand.

SCA Hygiene Products UK, the UK division of the global consumer goods and paper company, has chosen multichannel communications specialist Broadsystem to host, manage and enhance its database to support all direct marketing activity for the Tena brand, the UK's leading female personal hygiene product.

The appointment was made without a pitch.

Broadsystem has been handling the Tena sampling contact centre service since November 2005.

This appointment sees the database responsibilities and contact centre function fully integrated to enable SCA to achieve greater efficiencies in both cost and DM campaign management.

The communications activity will initially target past Tena sample users.

Broadsystem will be required to manage data import, reporting and enhancement as well as segmentation, profiling and analysis for direct mail campaigns and execution of tactical marketing communication activities using other contact channels.

It is expected that Broadsystem will complete the migration of data from the incumbent bureau by March 2007.

Nick Foulger, brand manager at Tena, said: "We have been thinking of integrating our contact centre and database activities for some time.

We have been very impressed with Broadsystem's work on the sampling contact centre since they took on the work so it was natural we'd consider moving our database business to them.

Data-driven, multichannel communication is becoming increasing important for producing the customer-centric, joined-up communication necessary to sustain the most effective relationships with Tena customers." Caroline Worboys, CEO at Broadsystem, commented: "We are delighted to be conducting both the contact centre and database function for SCA's Tena brand.

Integration is a trend that is here to stay and as new communication channels surface it is becoming increasingly important to manage the communications from a central point in order to create a single customer view.".