Thompson & Morgan builds marketing database

Plant and seed merchant Thompson & Morgan is building a single customer and prospect view to drive its direct marketing activity. The company has appointed transactional data provider Abacus in partnership with database management consultancy Qbase to build the solution.

Abacus will provide its [360] suite of data insight tools, covering data analysis and audience selection, as well as a prospect pool. Bespoke modelling and segmentation will be used to make selections for Thompson & Morgan’s direct mail activity, combined with results analysis.

Qbase is providing the data management platform on which campaign selections and reporting will be run. This dynamic database will combine customer and prospect data in an hosted environment.

Mark Tibbenham, Thompson & Morgan’s head of direct sales, said “As the UK’s leading mail-order and internet gardening company, we believe that the Abacus [360] solution will enable us to both retain and grow our pre-eminent market position. We are very confident that this combined ability and expertise will help us realise the full commercial potential of our customer and prospect databases and we look forward to seeing the results.”

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