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The journey from products to experiences

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Published on Nov 28, 2011

Andrew Cushing, Head of Marketing talks about how Build Center is now investing more heavily in customer data and insight in order to develop its strategic marketing initiatives. For example, analysis of their customer data has enabled them to identify trends around lost sales and subsequently launch Spend & Save, a reward scheme based on incremental spend - part of the Cranfield Customer Management Forum Guest Speaker Series: http://bit.ly/9UuSf9

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