Warehouse Stationery has placed 99 in charge of its CRM and business-to-business loyalty programme, BizRewards.
The agency's managing director Paul Manning says the shift of the business did not involve a pitch but rather followed on from a strategic decision by Warehouse Stationery to have its full account managed under a single roof.
99 already manages the Warehouse Stationery creative account, and Manning says the addition of CRM and loyalty will make it easier for the agency to put the client's customers at the centre of the comms plan.
In addition to moving its CRM and loyalty business, Warehouse Stationery has also appointed 99PHD (an integrated service between 99 and PHD) as its agency in charge of digital media and search.
Manning says that centralising control of the account in this way will help to reduce costs and help in developing a strategy that's uniform across all channels.
"Our primary intention here is to unlock the power of the organisation’s data to create more meaningful, effective, joined-up customer experiences," Manning says.
Manning says he wouldn't be surprised if more retailers follow suit and start consolidating their accounts with a single agency in a bid to deliver a more seamless experience.
"You could probably deliver a unified strategy through a consortium of agencies, but it would be a lot a harder," he says. "This way we can control the customer experience much more seamlessly."
Manning would not confirm which agencies were the incumbents on the account.
However, StopPress understands that Federation previously looked after CRM and loyalty*, while Starcom was in charge of media.
The full integration between Warehouse Stationery and 99 begins formally on 1 March.
*UPDATE: Federation founder and director Sharon Henderson contacted StopPress to say that her agency did not look after the CRM side of the business and was only in charge of B2B loyalty (BizRewards).
“Federation launched the B2B loyalty programme BizRewards six years ago for Warehouse Stationery and has worked single-handedly as the agency of record to grow the programme into the tremendous success it is today," says Henderson.
"In that time, we have frequently exceeded all commercial targets and are very proud of the strategic backbone this programme has become to the Warehouse Stationery brand. We are very disappointed the business needed to streamline its costs but regardless, we wish every success for the future."
Warehouse Stationery and Federation will part ways at the end of the month.