Norfolkline overhauls marketing strategy

NorfolkLine Ferries is overhauling its database marketing strategy by building a detailed picture of each customer.

Over the past two years, the company has moved into the passenger ferry service. Previously it specialised in freight, transport and logistics.

Having amassed over 1.4 million passenger records, NorfolkLine Ferries has hired EuroDirect to build and host its customer marketing database.

EuroDirect will cleanse and enhance all the passenger records and then consolidate them into a single database, allowing NorfolkLine to develop a multi-channel customer relationship management strategy.

Andrew Kelly, online and database marketing controller at NorfolkLine, says "It is now time to consolidate our databases and combine all the information we have on each customer. Careful analysis of our customer data will be central to our marketing strategy going forward."

Tim Pottinger, database solutions director at EuroDirect, comments: "NorfolkLine has grown its passenger ferry business dramatically in a short period of time. We believe we can help it grow even further."

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