Capgemini's Integrated Multi-Channel Retailing campaign

Capgemini offers consulting, technology, outsourcing and local professional services, working with clients to develop strategies and technologies tailored to their needs. It has a wealth of experience supporting retailers' growth strategies and in 2006, it launched a campaign to promote its consultancy capabilities to top levels within the retail sector.

The aim was to promote debate on Integrated Multi-Channel Retailing (IMCR), which allows retailers to deliver a consistent customer experience whether they shop online, by phone, or on the high street. It was important to establish Capgemini as a 'thought leader' on the subject; generate leads to gain insight into the audience and its attitude towards IMCR and Capgemini; and generate contacts for sales.

Identifying key players

Agency Gyro International worked with Capgemini to identify key players in the UK retail sector and data played a key role in effective targeting. All data was double-checked with external sources for accuracy and further data was bought from third party providers. Gyro also carried out profiling of the sector to identify retailers by type, size, revenue, and, crucially for this campaign, sales channels. Targets were prioritised in terms of who would most benefit and a database was created with all relevant contact details, job titles, and even names of CEO's personal assistants.