Laura Ashley has outsourced its customer database to GB Group as it develops its catalogue and online businesses.
The retailer has seen its home shopping revenues grow by 35 per cent in the past year.
As a result of the three-year deal, the retailer will get more tailored analysis of sales data from its home shopping arms and store card sales.
Laura Ashley will use the service to measure the success of marketing campaigns on mail-order, e-commerce and store card sales.
It also hopes to reduce costs on poorly targeted marketing, and get higher value orders as a result of better campaigns.
Laura Ashley head of mail-order and e-commerce David Selby said: 'Our catalogue and online businesses are going from strength to strength. To maintain momentum we must be able to analyse our customer data to a deeper level so we can take a more targeted approach to marketing.'
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