CRM Support

Supporting CRM with Data Management and Customer Communications for Peter Mark

Peter Mark is a nationwide group of high street hair salons. They serve their customer base, predominantly females aged between 15 and 55, from 73 locations throughout Ireland. In 2005 Peter Mark began developing their Karma programme. Marketing programmes like this are a rarity in the health & beauty sector, where customer contact information is generally maintained at a salon or stylist level but Peter Mark wanted to create a centralised programme that would help to guarantee the long-term success of the entire group.

Working with Dataconversion Direct on everything from data capture of the initial registration forms to analysis and segmentation of their entire Karma database, Peter Mark has grown the Karma programme into the envy of the industry. It is today one of Ireland’s largest consumer databases.

Realising that their largest and most profitable segments consisted of young, tech-savvy, females, Peter Mark selected mobile as one of the core communication channels that the Karma loyalty programme would employ.

SMS marketing offers Peter Mark a fast, effective and cost efficient method of talking to their customer base. In an industry where maximising yield is always a key concern the ability to react quickly to shortfalls in demand, is crucial.

SMS campaigns allow Peter Mark to deliver promotional communications to their entire database or to segments selected based on region, salon or other demographic variables. The lead time on text campaigns is extremely short and this means that Peter Mark can react quickly to address over capacity in certain areas or salons.

Using our Group|Text system, which can be client-managed via a web interface or, as with Peter Mark, provided as a full-service solution, we manage regular SMS campaigns as part of the Karma programme. These campaigns range from high-volume communications about group wide special offers and promotions to highly-targeted messages about individual salons.

We also offer Peter Mark a range of web and email marketing services as part of the Karma programme and other marketing campaigns. These services include high-volume email campaigns, micro-site development and online data capture.

By working with an industry expert like Dataconversion Direct, Peter Mark ensures that it remains closer to its customers and a cut above the competition.