Alliance & Leicester has appointed the digital marketing agency Inbox Digital to handle all eCRM activity across its spectrum of retail financial products.

The company won the contract after a three-way pitch back in July 2005 while the decision by Alliance & Leicester marks its key strategic move to engage with customers through digital content.

Inbox is hoping to improve customer management and incremental revenues through the application of digital solutions within its eCRM communications strategy.

Alliance & Leicester will be using Inbox’s in-house eCRM communications system, which is already utilised by existing clients Vodafone, Panasonic and BMW.

Martin Bradfield, Inbox Digital spokesman, said: “This is a significant win for us and cements our position as leaders in the full-service eCRM field.

“It provides further opportunities for us to bring real benefits to a big brand like Alliance & Leicester – through the application of in-house developed technology blended with our expertise in strategy, communications planning and creative execution.”

Related Topics: General Marketing