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CPW


Carphone Warehouse chose to implement Unica.

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CPW


Carphone Warehouse chose to implement Unica.

 
 
 

Carphone Warehouse wanted to be able to market more effectively to consumers to help drive retention and cross sale of products. They were using Epiphany for marketing, but it was not easy for marketers, nor did it facilitate the use of triggers to drive automated multiwave campaigns relevant to consumers. In order to drive future revenue and profits from its marketing, Carphone Warehouse chose to implement Unica (now IBM EMM).

 
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The Project & Future


Comet design, build and implement Unica.

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The Project & Future


Comet design, build and implement Unica.

 

Carphone Warehouse selected Comet Global Consulting to design, build and implement Unica (IBM EMM) onto the existing data warehouse for seven European markets (Phonehouse and Carphone Warehouse Ireland brands). Comet put resources on site with the client and also leveraged near shore resources based in the Barcelona Customer Interaction Center for development and test tasks. In addition to the technical design and implementation, Comet also led the design and development of the initial campaigns for all seven markets.

The project was delivered in 12 months and within budget. Comet now provides an application support service from its Barcelona team and provides ad hoc resources for new campaign development work.

 
 
 

Future

Now that the solution is live, Carphone Warehouse European operations are focused on driving results and particularly on streamlining activities across marketing. They are also ensuring that best practices are leveraged across all geographies. In addition, Marketing is looking at how to fully integrate all digital activities and inbound with outbound.

 
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The Results


Comet has delivered...

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The Results


Comet has delivered...

 

To date, the project has enabled the marketing team in France to use triggers within automated customer lifecycle campaigns based on current consumer preferences and behavior. It has also ensured that all data for marketing purposes for all seven European markets comes straight from the data warehouse, meaning all campaigns are carried out on current data and results fed back quickly for closed loop reporting. The solution has only just gone live but it is anticipated that the new functionality will drive a 10% increase in sales volume and 10% increase in gross profit by the end of year one.

 
 
 
Comet helped us navigate our way through a complex IT project keeping the end goals of marketing in mind. The team was easy to work with, responsive and experienced.
— Ingrid Sierra Head of European Customer Marketing | Carphone Warehouse