Magazine article Marketing

Renault Brings Database In-House in 2m Pounds Sterling IT Move

Magazine article Marketing

Renault Brings Database In-House in 2m Pounds Sterling IT Move

Article excerpt

Renault brings database in-house in 2m [pounds] IT move

French car maker Renault has moved its 900,000-strong customer database in-house, signalling a trend among car companies towards more sophisticated direct marketing campaigns.

Database specialist the Computing Group has overseen the change from Renault's existing database bureau, LaserLink, to an in-house system. The move is part of an integrated 2m [pounds] IT investment planned for 1991.

"We began our database purely for direct marketing purposes," says Renault's Customer Link manager Shivaun McCullough. "But as it grew, we realised this information was increasingly needed for other corporate purposes. Having the information to hand will give us much more control and flexibility over how it's used."

One other corporate area which stands to benefit from the move in-house is Renault's fleet department. The company says it now sees the customer database as a way of "identifying and appealing to individual company car users able to influence corporate fleet managers to choose Renault". …

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