Blackwell’s appoints Jaywing to build robust CRM warehouse
Blackwell’s has appointed Jaywing to build a robust CRM warehouse, as the company looks to create a more tailored experience for customers. The academic, professional book retailer, publisher and library supply specialist has asked Jaywing to analyse customer data in fine detail, prior to building the CRM warehouse, which will create a single view of the customer that can be used to target specific email communications and provide relevant content for Blackwell’s website. Alan Paterson, technical director at Jaywing, said: “We’re very excited to be developing Blackwell’s new CRM warehouse. This project is an indication of our growing capability for delivering joined-up, integrated marketing for major brands, which fulfil both immediate aims in terms of sales and longer-term ambitions for an enhanced customer experience.” The system set to be created will allow Blackwell’s to profile customers, providing them with relevant suggestions and offers in real-time. It will also allow the simple integration and use of new digital platforms and environments that Blackwell’s may roll out in the future. Matthew Cashmore, digital director for Blackwell’s, said: “Jaywing was the only agency that not only truly understood the vision we had for engaging with our customers, but could also relate it back to the system and turn it into something tangible and real. They demonstrated an immediate appreciation of our business, our positioning and how we could turn our ultimate aim of really knowing our customers into a genuinely integrated proposition.” The move is the first step towards Blackwell’s long-term goal of a data-driven, omnichannel offering.