Dune London - Brand Communications Guidelines

DIGITAL MARKETING • CRM

CRM This section provides some best practice principles for marketing communications through CRM channels. Customer Relationship Management (CRM) refers to the communications, tactics and software used to manage interactions and relationships with existing customers and potential new customers. CRM communications should aim at driving engaged customers to Dune London stores or websites to maximise conversion. With effective management and regular analysis it can generate a good stream of revenue, build up brand engagement and loyalty. Currently the main CRM channels used internationally for Dune London are:

Email

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SMS

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• WhatsApp Please note CRM communications by Franchisee’s 3 rd party partners should use Brand content only, however they do not need to follow brand creative guidelines.

It is the Franchise partner’s responsibility to: • Select the most appropriate CRM channels for the market and customer.

• Notify The Dune Group of any new CRM channels for approval before launch.

• Employ software or staff to manage CRM databases efficiently and responsibly, including where possible segmentation and personalization.

• Monitor and analyse CRM KPIs to optimize the ROI they generate.

• Honour all locals laws and regulations applicable to CRM communications and database management, including frequency and responsible use of data. • Produce all artwork and copy for CRM marketing communications in line with Dune London brand guidelines. • Where possible establish a Welcome programme to engender loyalty and maximise customer retention.

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