Liberty names DM shop for CRM task

Liberty, the upmarket department store in London's West End, has appointed Barraclough Edwards Chamberlain to handle its customer-loyalty programme.

The agency won the brief following a pitch involving Tequila\London and Partners Andrews Aldridge.

Barraclough Edwards Chamberlain has been briefed to develop a communications programme targeting The Liberty Card credit and loyalty card holders.

The appointment is part of the retailer's renewed focus on DM. Liberty wants to make better use of its data and implement segmentation to provide a more customer-focused approach.

Its previous customer communications comprised a quarterly mailing to storecard holders.

Barraclough Edwards Chamberlain has already started work on a mailout highlighting Liberty's 2005 spring/summer collection.

Liberty was one of the few UK retailers that reported strong sales up to Christmas, with sales between 1 December and 24 December up 14.2 per cent.