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--- French catalogue companies will now benefit from the Abacus Alliance, the country’s first co-operative database dedicated to distance selling ---
London, October 13, 2004 --- Abacus – a division of DoubleClick Inc. (NASDAQ: DCLK) – a leading data and research provider to the direct marketing industry, today announced the formation of Abacus France. The company will be based in Lille, France, and plans to provide French catalogue companies with new solutions for driving and improving the profitability of direct marketing initiatives.
The principle behind the Abacus Alliance is the understanding of consumer purchase behaviour, which is achieved by pooling and analysing actual transactional data. This enables Abacus to help marketers improve profits from their direct marketing campaigns by using transactional information to identity individuals purchasing from multiple catalogues. Abacus France will offer catalogue companies well-know Abacus products: Acquisition Modelling which enables members to find qualified prospects beyond their own housefile list and Retention Modelling which helps marketers to increase profits from their own housefile list.
“The arrival of Abacus in France is very positive news for the catalogue and mail order sector,” said André Delbecq, senior independent consultant, author of Vente sur Catalogue. “Its unique concept will allow Alliance members to greatly improve their performance in terms of new customer recruitment and growing the profitability of customer loyalty schemes.”
Abacus France will be headed up by Didier Farge, a highly regarded marketing professional with wide experience in the direct marketing industry, and a former President of the European section of the SNCD (Syndicat National de la Communication Directe).
“Abacus offers a new approach in France to deal with the increasing costs of new customer acquisitions, as well as the difficulty in finding greater value within housefiles and implementing re-activation strategies,” said Didier Farge, Managing Director, Abacus France.
Brian Rainey, President of Abacus, added: “Our entry into France is a natural extension of our plans in Europe as France has always proven to be a very dynamic mail order market. Our international experiences in the UK, Germany and Japan indicate that the timing is right for us to enter France as market conditions are very favourable for the Alliance concept.”
Abacus France has appointed IOS Arvato, an address and data expert, as a third-party to provide hosting services. The company partners with La Poste, Deutsch Post and with SNA (Service National des Adresses, from La Poste).
Abacus, a division of DoubleClick Inc., is a leading data and research provider to the direct marketing industry. Abacus currently has operations in the United States, the United Kingdom, Japan, Germany and Australia. The United States business consists of the largest proprietary database of consumer buying behaviour anywhere in the world, derived from over 1,800 Alliance companies. In the UK, the Alliance comprises approximately 400 participants and a database of about 18.5 million households. It is the largest mail order data cooperative in the UK.
For more information about Abacus France visit www.abacusalliance.com/fr
AxiCom (for DoubleClick)
020 8392 4077
Published on: 12:00AM on 13th October 2004