Retailer House of Fraser has launched a push to increase its share of the business incentives market through a new digital marketing initiative.
It is working with the Marketing Innovation Group (MIG) to maximise awareness of its corporate voucher offering and secure additional accounts and orders online through MIG’s iNews and iBrochure solutions.
House of Fraser will be able to enhance its client and prospect database to target specific businesses, sectors and decision makers, focusing on the most likely buyers of vouchers for motivation, rewards, benefits and promotions.
Initial contact is made via an online newsletter and targeted emails, while a digital brochure will replicate a newly launched offline version but with added online functionality.
The retailer’s business incentives manager, Catherine Forrest, said: “MIG’s digital marketing platform not only offers us the opportunity to communicate with our target market quickly and effectively, the intelligence we acquire will help us refine and develop our business-to-business offering to more accurately meet the needs of our customers.”