Iceland in CRM drive to keep customers warm

Iceland has appointed The Black Hole, following a strategic pitch, to evolve its integrated CRM strategy, building customer loyalty.

The Black Hole is to evolve Iceland's integrated CRM strategy, build customer loyalty and reinforce Iceland's position as the UK's number one frozen food retailer.

Moving Iceland's direct marketing strategy forward, the work will develop more targeted loyalty and retention activity as part of its Bonus Card scheme, as well as more effective customer acquisition in the UK's GBP4.68bn frozen food market.

Alison Laverick, Head of External Marketing, Iceland, said: "To be able to offer current and future customers even better Iceland value we wanted to be even more effective with our direct marketing.

"The Black Hole clearly demonstrated their understanding of where we are and where we want to be, and how they could work with us on the Iceland Bonus Card using our segmentation and propensity models to drive customer value, as well as help develop the strategy and creative to deliver it".

Ben Rees, Head of Business Development, The Black Hole, said: "To be invited to pitch on both strategy and creative demonstrates how important getting the groundwork right is.

"Our work with clients including Argos and M and M Direct enabled us to advise Iceland on likely future challenges and how best to overcome them, as well as how to get the most value from its direct marketing activities".

The Black Hole will be supplying strategic and creative services to Iceland.

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