Rapier, the one-time darling of the DM agency world, has been appointed by Habitat to handle the homeware store’s CRM account following a competitive pitch against Planning Inc and MRM Meteorite. The agency has been briefed to develop Habitat’s customer database, new customer segmentation and put together an eCRM programme as the brand seeks to develop a more customer-focused marketing and communications operating model. The account was previously handled in-house. It would appear to be a perfect match, given the turbulent recent financial history of both agency and client. Habitat’s fall from grace came in June 2011 when all but three of its stores shut down. Home Retail Group eventually acquired the three London outlets in Tottenham Court Road, King’s Road and Finchley Road as well as its website. Since then it has launched 84 mini-Habitat outlets in Homebase stores and also offers a selection of Habitat products in 200 Homebase and Argos stores nationwide and on the Argos and Homebase websites. It also operates across Europe and the Middle East. Meanwhile Rapier, once valued at £50m, has had a troubled few years itself since running into financial difficulty in 2012, before being snapped up by CHI & Partners. Despite slipping off the radar of the marketing press, Rapier’s client-list includes the likes of NatWest, HTC, TalkTalk, Aviva, John Lewis and Argos. Related stories Paul Alexander in Rapier exodus Battleship and losses sink Rapier
Rapier has been appointed the customer relationship marketing (CRM) agency for Habitat, beating off competition from Planning and MRM Meteorite. The agency has been hired to develop a new customer database for the company as it looks to shift towards a more customer-focused model. “Clients are looking for an agency’s ability to understand their needs in order to deliver value on behalf of them,” said David Smith, CEO at Habitat.