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We originally started with DCA in 2008 to help manage the large volume of data entry for our loyalty program membership, which significantly helped us improve the turnaround time for our customers.  Over this time DCA’s flexible approach to our changing needs has been a great asset.  Our partnership with them has allowed us to move away from dealing with data and to concentrate on other value adding areas of our business.  DCA has also been able to assist us with valuable guidance along the way to help improve our business.

Client Industry – Retail

Spotlight is Australia’s Largest Chain of Fabric, Craft and Home Interiors Superstores. With over 100 stores in Australia, New Zealand and Singapore Spotlight provides millions of customers with a huge range of fashionable products at the most competitive prices.

Spotlight also own Anaconda – a group of camping and outdoor lifestyle stores.

Client Requirement

Customers of each chain are offered free membership to a customer club – the VIP Club for Spotlight and the Adventure Club for Anaconda. A significant proportion of walk-through and online customers choose to join these clubs as it is free to join, the membership is valid in stores across Australia, and customers/members are entitled to an exciting range of benefits including exclusive member offers, discounts, special promotions and mail offers.

Customers can sign up to the clubs in-store using paper forms, with a large quantity of these forms received for processing. However, staff at the Spotlight Customer Service Centre needed to concentrate on ‘customer facing’ tasks, so a cost-effective solution for the processing of these forms was required.

DCA’s Solution

Spotlight commissioned DCA to take over the processing of all new membership forms for both the Spotlight VIP Club and the Anaconda Adventure Club.

DCA was able to offer a data and processing solution that ensured all forms were processed in the same week they were received. DCA receives forms twice a week: the information is then captured, validated and returned to Spotlight in electronic format via FTP for importing into the Spotlight membership management system.

As a result, the turnaround time from store to database has reduced from several months to less than two weeks.

Customer Benefits

DCA continues to process a large number of membership forms for Spotlight and Anaconda stores efficiently, accurately and cost-effectively, allowing Spotlight staff to focus on their customers. DCA has expanded its service to include data verification, validation of postal addresses and de-duplication, increasing the quality of the membership list.

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BPO, DB Management, Direct Marketing
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