Third Parties and Data
We may share your name, address, email address and transaction history with data selection analysts, data segmentation and ranking agencies, email marketing agencies and prospect modelling agencies. It sounds very complicated but these organisations help us to analyse our customer base and to identify potential new customers, and to target our marketing in a way that is most relevant for you. In all instances, we provide them with only the information they need to perform their function.
You can find out more below about some of the third parties we use for direct mail purposes -
EXPERIAN
Your personal data is shared with Experian Ltd for the purposes of managing a service called Club Canvasse, a home shopping and direct retailer data co-operative of which Sydney are members. By sharing information on what customers buy and pooling that with contributions from other members of the co-operative, the service allows Sydney to better understand our customers and to communicate with you more effectively. To understand more please click through to their website here
I BEHAVIOR
To find new customers for our business we are a member of a large co-operative of like-minded UK retail brands that pool and share transactional information. We work with a program called IBehavior, part of the Company Conexance that processes customer transactional data on behalf of each Member. This process highlights spending patterns and allows us to identify suitable prospects to receive an offer or introduction from us via the post. Thus, we send postal offers and information only to prospective customers that are likely to be interested in buying from us. Co-op Member brands operate in numerous categories, including apparel, home and garden, collectables, food and wine, gadgets and gifts, entertainment, health and beauty, travel and leisure.
TRANSACTIS
We will share your data with the Marketing Services Providers listed below, who will use it to help direct marketing organisations such as ourselves better understand the likely characteristics of their customers; communicate with them more effectively; and also identify prospective customers. This should mean that you receive direct marketing that is more relevant to you. To understand more please click through to the websites of the companies below:
ABACUS
We work with Epsilion Abacus (registered as Epsilion International UK Ltd), a company that manages the Abacus Alliance on behalf of UK retailers. The participating retailers are active in the clothing, collectables, food and wine, gardening, gadgets and entertainment, health and beauty, household goods, and home interiors categories. They share information on what their customers buy. Epsilion Abacus analyses this pooled information to understand consumer's wider buying patterns. From this information, retailers can tailor their communications, sending people suitable offers that should be of interest to them, based on what they like to buy.
SUB 2
We work with Sub2 Technologies Limited ("Sub2"), a company which assists us with postal marketing. Sub2 manages a co-operative which is made up of brands which engage in postal marketing. These brands share with Sub2 information about individuals, including you, who receive their postal marketing. This information is pooled and analysed by Sub2 so that Sub2 can better understand your interests and consumer habits. The result is that your data will be shared with other brands Sub2 thinks you might want to hear from (unless you've opted out.), so that you receive postal marketing which is tailored to you. The types of brands that you are likely to hear from may be in the retail industry or may be in other industries, including but not limited to the finanical services, charity or utilities industries, but in each case, the data will only be shared for postal marketing services.
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