Database Marketing: Talking Direct to Our Listening Customers

In March 1994 British Gas began a major restructuring of its UK gas business. In place of the 12 regions there are now five business units – gas transport and storage, public gas supply, contract trading, servicing, installation and retailing. Addresses issues relating to the retailing business. Discusses how selective targeting of customers has helped the company to achieve an increase in sales orders and a more accurate customer profile, and has contributed to the success of The Gas Collection catalogues.