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Rapid Racking's marketing aspirations

Rapid Racking's marketing aspirations

The Client
Rapid Racking is the UK’s leading supplier of storage, racking and shelving systems for industrial, commercial and consumer use.
The business was established in 1986 and has become a successful, award winning company, supplying over 80,000 businesses throughout the UK. Rapid Racking is widely recognised as the first port of call for many UK businesses and prides itself on offering its customers an extensive breadth and depth of service solutions.
The objectives
Rapid Racking began looking for a suitable company to provide detailed prospect data and complementary analytical services to support its marketing plans and business growth aspirations. The business requested that all business sites in England and Wales excluding those deemed inappropriate (e.g. some
registered offices) were provided including all available contact names. Records were to be held in-house by Rapid Racking Limited.

These would then be used by Rapid Racking Limited to mail up to 2.8m personalised pieces per year. The database was to be updated with a quarterly file of new, changed and dead records and flagged accordingly. Each quarterly update was to be supplied in a structured format 
The solution
Central to the delivery of the business solution, Blue Sheep provided licensed access to its industry leading B2B database, The UK Business Universe™. This is an aggregated dataset of 4.4 million UK workplaces that provides the most comprehensive coverage available in the UK. By combining 11 different databases, The UK Business Universe™ delivers breadth of information and depth of the data (multiple contacts and demographic information).

Blue Sheep undertook an initial scoping exercise that involved analysing and profiling Rapid Racking’s customer database to create a system to score and rank each prospect on The UK Business Universe™ by its potential value to the business. Specific criteria were used that included geography, SIC code, employee size, transactions, spend and market penetration.

In addition, de-duplication of external data sources, customer enhancement data and monthly matching of Rapid Racking’s new customers was also undertaken. The newly created database is refreshed every quarter by The UK Business Universe™ with all fields, flags and default contact records. In addition, Rapid Racking has access to a supply of ‘new connections’ and customer enhancement data through monthly matching of Rapid Racking’s new customers to the prospect universe.

Database resilience is provided by Blue Sheep through parallel processing of information to an output data file, which can be accessed in the event of Rapid Racking experiencing any operational issues.

As a result of the creation of an enhanced database, Rapid Racking has benefited from an increased return on investment on its marketing spend. This was achieved by extending its reach and brand to a much broader target audience. It has allowed the business to use the power of its internal marketing systems to help facilitate greater exposure of its portfolio of over 1200 storage and accessory products to more prospect businesses. In the year following the engagement of Blue Sheep and the development of its prospect data, Rapid Racking experienced an 11% upturn in sales and 30% growth in profits.
Mark Hobbs, sales & marketing director, Rapid Racking said, “Through the
 acquisition of Blue Sheep’s data and complementary services we now have a broad view of potential business across England and Wales. Blue Sheep was able to provide the most comprehensive dataset to match our needs and deliver the exceptional levels of service we require to maintain our position.”


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