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Kwik-Fit Group appoints Lateral for eCRM

Kwik-Fit Group has announced the appointment of Lateral to handle its customer eCRM programme.

Karen Richards, head of marketing at Kwik-Fit, said: “Lateral demonstrated an impressive understanding of our sector and we are looking forward to an exciting journey as we reposition to be a customer centric business. Lateral will play a pivotal role in making this happen in line with overall growth and communications strategy.”

The appointment will see the agency delivering all Kwik-Fit eCRM requirements, as well as its targeted one-to-one communications to help acquire, engage and retain customers.

Mike Cavers, executive creative director at Lateral Group, said: “Kwik-Fit is a long-standing, British institution and having the opportunity to contribute to their eCRM business is a massive coup for the agency. Our pledge is to combine customer insight and emotional intelligence to help deliver customer engagement that will help the Kwik-fit brand maximise every connection they have with their customers.”

Other agencies pitching for the account included RAPP, The Purple Agency and CreatorMail.

Featured by The Drum