Nationwide has doubled its product sales across online and offline channels through more targeted direct marketing.

Nationwide has tailored more personal customer offers through direct mail, internet banking and in-branch and call centre interactions.

The building society achieved significant response rates for direct marketing campaigns using event-based triggers, as well as saving £300,000 a year using an events-driven customer management system.

The system allows Nationwide to deliver more personalised marketing offers based on customer behaviour and engagement. This allows the building society to determine the best follow-up offers via the web, direct mail or the customer’s next interaction, enabling improved customer communications and service to members.

With all this data Nationwide can now focus its marketing efforts more effectively on products and services that are right for each individual – creating trust from its consumers and ensuring its marketing budgets are well-spent.

As featured on UTalkMarketing.

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