Case Study – Armitage’s For further information contact us: Tel: 01925 714314 Email: info@datacpr.com Visit: www.datacpr.com The challenge In 2011 Armitage’s Garden Centres began developing a customer loyalty programme designed to reward their customers with a range of unique benefits and offers through the ‘Your Armitage’s’ loyalty card. Initially the company’s goals were to develop a database of loyal customers and create a system that allowed them to analyse and mine data in order to create clever, behavioural based marketing campaigns. In devising the customer loyalty strategy Armitage’s were advised that they would need to integrate a customer relationship management (CRM) system into their existing electronic point of sale (EPOS) database. Given the b

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