Liberty holds three-way pitch for store card business

LONDON – Liberty, the upmarket department store based in London’s West End, is holding a pitch for its direct marketing.

The retailer, which reported strong pre-Christmas sales up 14.2% on last year, wants to appoint an agency to handle the relationship marketing for its store card.

It is talking to agencies with strong creative reputations including Partners Andrews Aldridge, Tullo Marshall Warren and Tequila\London.

Liberty's customer communications has previously comprised a quarterly mailing to store-card holders. It is said to be aiming to overhaul communications by making better use of its data and implementing segmentation to provide a more customer-focused approach to its DM.

Liberty has asked agencies for recommendations on issues from the strategic management of data to campaign planning and execution.

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