John Lewis announces appointment of Proximity to support CRM strategy

John Lewis has appointed Proximity to support its CRM strategy and campaigns, following a comprehensive pitch process.

The appointment comes following the launch of ‘my John Lewis’ reward scheme in 2012 to selected customers. Proximity will support John Lewis in its future plans for the programme, working across all direct marketing channels and supporting John Lewis’ marketing, database and email teams.

The agency has also been tasked with working the broader contact strategy, as well as launch marketing for John Lewis shop openings.

Chris Bates, head of CRM and insight at John Lewis, commented on the appointment: “We have big ambitions for CRM, including growing my John Lewis, and are excited to invite Proximity to help us deliver our strategy.”

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Jennifer Faull

Jen Faull is deputy news editor at The Drum with a remit to cover the latest developments in the retail and FMCG sectors. Based in London, she has interviewed major business figures including top marketers from Mondelez, Unilever, Tesco, and Lidl.

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