Three skips full of returned nappies at the mailing house of Procter & Gamble gave Marcus Brook the idea for his business. “P&G had sent out these sample nappies, but they had been sent back because people had moved,” says Brook. “It had to be possible to know your customers better.” Data Discoveries, set up in 1995, stores details on individuals and companies. Customers can access the database through dedicated software and update their information accordingly. A boom in “pinpoint marketing” has led to the company’s sales increasing 53% a year, from £564,000 in 1998 to £1.3m in 2000.
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