Underwired extends McCain eCRM hub and strategy

Underwired Amaze has been engaged by McCain Foods to create a new e-customer relationship management (eCRM) hub and strategy and extend its CRM activity using the Agillic platform.

Underwired will design and build the consumer website, which will target mums with busy lifestyles and feature new recipes, games, surveys, coupons and video content.

Surveys and a feedback forum will facilitate an increased dialogue with customers, increasing brand engagement via the site.

On-pack promotions, coupons, brand partnerships and other activation channels, including Facebook and Twitter, will be integrated with advertising to drive traffic to the hub, promoting the McCain product range and acquiring visitor data.

Underwired will use Agillic to capture, manage and optimise the data collected on the site, and to execute customer communications, integrating personalised e-mails, SMS and the onsite experience.

Nicola Ech-Channa, communications manager at McCain Foods, said: 'This focus on our customers will allow us to get to know them even better and have an informed, personalised dialogue with them over the long term.

'Underwired Amaze has already executed a successful eCRM programme for us; we are now taking it to the next level, using Agillic to integrate all activity from the point when a customer collects a coupon to targeted and triggered e-mail and SMS communications,' she added.

Emma Nicol, head of client services at Underwired Amaze, said: 'We manage significant eCRM activity for McCain including strategy, creative, data and e-mail delivery supplier management and evaluation.

'We recommended a new hub to support personalised, segmented content and selected Agillic as the platform to pull all the communications together into one platform.

'This way we can control things more closely, track reaction and deliver tailored responses to each customer,' she added.

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