Brief
AGA Rangemaster is a family of iconic home and cooking brands with clear cultural synergies. To enable them to leverage these brand affinities and maximise group customer life time value they needed the means to implement and manage CRM activities across the group. Purple were engaged to help them implement this strategy and enable them cross sell effectively and track customer journeys from first enquiry to multi brand buyer.

Solution
Purple analysed the existing operational systems. By distilling the data elements that contributed real marketing insight, and consolidating them into a 360O view of each individual customer, they built a rich understanding of customer behaviour across the group. To bring it alive, the award winning FastStats Discoverer analysis and visualisation tools were deployed, giving marketers direct access to their database. Customer insight, CRM and business performance measurement, all in one place - on the desktops of the people who need to use it.

Result
The AGA Rangemaster CRM marketing database now drives; campaign targeting, informs marketing strategy and delivers a real understanding of group customer dynamics. The lifetime value of customers with multiple brand relationships is now 34.4% higher than single brand customers and growing. The numbers of multi brand buyers has grown by 6.56% in the last six months and group revenues have grown 8.39% - results that really count.