Tie Rack deal continues new Adare direction
Simon Nias, Print Week, 25 October 2007
Adare has scored another coup in its new guise as a marketing and communications specialist with a multi-million pound global contract for accessories retailer Tie Rack. Under the three-year deal, Adare will provide marketing communications material to the chain's 240 stores, using its Marketing Communications Centre (MC²) portal coupled with its P² e-procurement system.
The deal comes nine months after Adare rebranded, moving away from being purely a print operation to push its new marketing, creative and data-driven services.
Since then, Adare has disposed of high-street print chains KallKwik and Pronta-Print, acquired creative agency Example from Adecco, and created a multi-million pound direct mail and transactional facility through the merger of its Shipley and Park Hill sites.
Alistair Cane, executive director of strategic solutions at Adare, said: "With every deal, print is probably the last word mentioned. It's more about the technology we're using to help streamline processes. The fact we're buying a bit of print out the back of it is neither here nor there.
"With Tie Rack, it's really a technology solution. MC² basically manages the overall marketing communications process. The key part for them is getting the right quantity, with the right personalisation, into the right store."
Adare will audit Tie Rack's stores to build an up-to-date profile database on its MC² system, which will then be used to automatically determine optimum and accurate PoS requirements for each store.
