Multichannel menswear retailer Charles Tyrwhitt is working with Experian QAS to improve its customer contact data management system to help reach its sales targets.

Charles Tyrwhitt, which sells its menswear range through 12 European outlets, a call centre and a website, wants to reach £55m in sales this year.

Experian’s software will ensure that data is accurate and valid by cross-referencing customer addresses with the Electoral Roll. It will also make sure that data used by third parties such as Amazon, which also sells Charles Tyrwhitt’s products online, is kept in accordance with in-house procedures.

“Data is at the heart of every successful business operation and in an increasingly competitive marketplace it’s vital that organisations harness this information to improve their customer communications and in-house processes,” said Stuart Johnson, UK managing director of Experian QAS.

Cora McDonnell, systems manager at Charles Tyrwhitt added: “Using a contact data management tool is crucial for our business and will play a vital part in our ability to reach our £55 million growth target. Dispatching an order with someone’s name or address misspelt risks it failing to reach the correct pair of hands, and reputational damage that could impact on future sales.”