Sony Ericsson has handed marketing services company Acxiom a global contract to improve engagement with consumers and grow its customer database.
The move marks a major change in the manufacturer’s strategy to throw greater focus on customer retention.
Traditionally, Sony Ericsson has concentrated on building direct relationships with network operators and retailers. However, the shift marks a greater emphasis on driving relationships with individual mobile users through customer insight.
Acxiom will run the worldwide contract from its European headquarters in London, liaising closely with Sony Ericsson management in Lund, Sweden.
The deal will allow Sony Ericsson to understand and communicate with its consumers more effectively through targeted brand communications. The contract includes business culture change, marketing strategy, data management and implementation, to support Sony Ericsson and deliver consumer communications campaigns, which could include enhanced content and loyalty offers.
Sony Ericsson's head of digital & CRM, Ben Padley, said: ‘The dramatic shifts in our business marketplace require that we urgently develop strong relationships of engagement with our consumers. This includes identifying our consumers, learning about them and engaging with them in the most insightful manner possible. Acxiom provides us the ability to do that quickly and at scale.’
Acxiom's European CEO Stephen Whyte added: ‘This is truly a strategic partnership within which we integrate our resources with those of Sony Ericsson and work with senior stakeholders to drive transformation within their business. It builds upon our demonstrated ability to deliver enterprise-wide business transformation, marketing strategy and marketing operations, while showing we can deliver global, multi-channel marketing programmes at scale.’