Long Tall Sally database rejig boosts catalogue

Specialist women's clothing retailer Long Tall Sally has seen demand for its catalogue rise 50 per cent following a review of its customer database and catalogue mailing policy. The retailer now predicts rises in sales and gross margin over the next 12 months as a result of the review.

Long Tall Sally worked with data intelligence business GB Group to restructure its database, ensuring that its eight seasonal catalogues were better targeted. Finance director Jeremy Wilson said the restructuring of the 300,000-plus database had allowed clearer identification of the buying habits of its customers.

'Potentially, we risked wasting hundreds of thousands (of pounds) by mailing our customers too often,' he said.