Evans Cycles: Delivering a Data Driven CRM Strategy Through Email
This case study led presentation will look at how retailer Evans Cycles is integrating online and offline data to produce a highly effective customer relationship management programme. Being customer centric can completely transform the way your company operates and can greatly improve ROI. This presentation will discuss how CRM and Lifecycle Strategies can be utilised to target customers at every stage of the buying journey to optimise both customer value and retention both online and offline.
About the speakers
Matthew Kelleher, Commercial Director, RedEye
Matthew Kelleher joined RedEye in 2006 as Commercial Director with the dual responsibilities of group wide business development as well as RedEye’s Email Marketing. A Masters graduate in Economics from the LSE, Matthew worked for Acxiom for 16 years, starting at NDL, Claritas and most latterly Acxiom. He undertook a variety of divisional director roles, most notably launching Claritas Interactive in 1999 and overseeing its European development. A founder member of the DMA Email Council, Matthew is responsible at RedEye for the service and delivery of email solutions for all cli nts as well as for the growth of the business.
Ben Hart, Head of Marketing and E-commerce, Evans Cycles
Ben is a senior marketing professional, experienced in both offline and online marketing. He has been working for a fast paced and rapidly growing company in a dynamic multi channel environment, able to combine his passion for cycling with his career in marketing and e-commerce; working for the UK's largest cycle retailer. This varied role has given Ben experience across a range of marketing activities and operational functions. His specialities include: affiliate marketing, management, e-commerce, search marketing, email marketing, store marketing, website development and social media. Previously, Ben has held numerous roles at Evans cycles, as well as at Greenland Interactive, and Pack n Pedal.
