Kitcatt Nohr Digitas

Cold lists can be expensive. And there are only so many of them out there. So how do you keep feeding a data-hungry eCRM programme?

GAP had long bought in cold lists to drive its promotional emails. But why buy in data, when your evangelists will give you hot leads – for free.

We created an inner circle of VIPs and encouraged them to grow the circle. We did this by letting them forward exclusive vouchers to their friends. The data challenge shifted from “can I find more customers like these?” to “can my customers find more people like themselves?”

And it delivered. We grew the GAP database by 350%, driving £11m of revenue in one year – an impressive ROI of 33:1. Not to mention the money saved by reducing their reliance on cold lists.