Viking Direct opens data to market for first time

LONDON - Office products company Viking Direct has released its 400,000-strong customer database to the market for the first time, and has appointed Wyvern Direct Response to manage the information.

Viking joins other business-to-business list owners at Wyvern, including CMP Information, VistaPapers, The Economist and Publibase.

Richard Carvell, general manager at Viking Direct UK, said: "Viking Direct has a renowned reputation across the UK and we have been long aware that there is huge value locked up in our list."

According to Wyvern, approximately 346,000 Viking customers have made frequent purchases in the last 12 months and all buyers are selectable by spend value; product category; recency (by month purchased) and standard industry classification.

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