Consumers impacted by rising costs

The start of 2022 has not heralded good news for consumers.   On top of an increase in National Insurance (due in April) and general cost of living, the estimated increase in household energy bills has risen to 50% as costs filter down from the energy companies into every UK consumer household. That means an average household is now looking at a yearly utility bill of around £1,138.  And this current energy price cap will be reviewed again in April, and the likelihood of it rising again is not off the table.

For many consumers, this is simply terrifying and will create an environment where a lot of households will be forced to choose between eating and heating.  For many it could end up worse than that with unpaid bills leading to bad credit ratings and long term implications.

It’s not just the consumers this impacts

Unpaid bills don’t just effect consumers and their personal situation, it also impacts the organisations left holding the debt.  No-one can deny that there is a likely continuing bad debt issue round the corner.  That not only creates more work for utility companies in chasing down the debts, deciding how to structure payments and which debts to write-off, it also will result in bad debt ratios for companies.

Utility companies generally have high debt ratios due to large infrastructure investments so while this can be managed, an increasing debt ratio at a time of low consumer confidence can have an impact on stability and financial reputation, even for the biggest suppliers.  As such, managing the debt, helping consumers to pay their bills, and identifying those at risk of defaulting is vital.

Helping consumers impacted by rising costs

Utility brands need to be smart with their data moving forward because it can help them identify vulnerable households using their services. In turn, they can use this knowledge to encourage a relationship of innovation, support, and loyalty between brand and customer. Ensuring that data is clean and up to date is the first step to take. Using products such as REaD Cleanse can make this a straightforward process and a compliant one in line with GDPR regulations.

The next step is identifying vulnerable consumers, but this isn’t as straightforward as solely identifying low-income households or elderly consumers. When considering a consumer’s vulnerability, brands need to understand their impact through customer communication, household visits for repairs or meter readings, and how those consumers are billed, whether that’s via direct mail, direct debit, or email.

Recognising likely vulnerabilities

Our latest Vulnerable Consumer Score Model allows brands to better understand their consumers’ needs and communication preferences.  Every household is scored and the score has been created using a combination of factors, including: age, income, housing and education; market forces acting on the consumer; transient states of the consumer, such as health and Covid impact; and levels of susceptibility to these market forces.

Once the score has been applied, brands can tailor their marketing strategies, billing communications and policies and procedures to fit the needs of that particular consumer, creating a greater level of trust and transparency.  In addition, by identifying likely vulnerable consumers at key contact points can ensure that the conversations help are based on an understanding of risk, and the potential for a customer to be under financial strain.

This, in turn, drives significant improvements in customer service, creating trusting, loyal customer relationships and improving brand reputation.

Taking care of customers in 2022

2022 is likely to be a challenging year: while we may no longer have COVID to contend with in the same way that we did in 2020 or even in 2021, there are still plenty of challenges ahead. As cost of living increases across the board, more and more families and individuals will be impacted. It is the responsibility of every brand – irrespective of sector, but essential for the energy sector, which is so crucial to our health and wellbeing at home – to ensure their customers are not going to be left out in the cold. By identifying vulnerable customers as early as possible, utilities providers can help them before major issues occur – and that’s got to be a good thing all round.


How to build customer loyalty with subscription marketing? 

The subscription revolution hit the UK by storm as we descended into our first lockdown in 2020. Consumers now limiting their journeys, trips to the shops, and other day to day activities meant most retail encounters resided online or locally. It was an uncertain time, so saving money and convenience fed the fire that became the subscription revolution. An astounding 90% of retail subscription services saw their customer base grow in the first lockdown, with the other 10% maintaining steady traffic. Since then, the retail trends have altered massively. Although subscription culture has remained steady, brands must turn their hand to new means of customer communication, business models and more to stay ahead of this year’s trends.

What’s trending? 

The latest Royal Mail report forecasts the subscription market will grow a whopping 72% by the end of 2022, taking the value from £583 million in 2017 to just over £1 billion. 58% of retailers already offering subscription services are looking to increase product lines to keep up with demand, which also means more competition for consumer loyalty.

Over a quarter of UK consumers already have at least one subscription service, and half of 25–34-year-olds will have a new service by the end of Q2 this year. We are a nation of convenience lovers, and it doesn’t look like it will be slowing down anytime soon.

Here are our subscription marketing trend predictions for 2022 and how to keep your brand’s subscription service above the rest with accurate, timely and personal marketing.

Hybrid retail:

Since the highstreets closed their doors, then opened them and then closed them and then re-opened them, we have seen a massive push towards hybrid retail for 2022. Brands utilising both online and offline channels of communication such as  direct mail, door drops, email marketing, social media advertising to give consumers a more rounded multi-channel experience.

Cancel culture comes to an end:

The UK lockdown opened a whole new way of consumerism through the subscription service. But it also encouraged a new form of cancel culture for the retail industry. As brands were urging consumers to buy with them, offering free trials and financial incentives when referred friends and family. It also created a spike in un-subscriptions. 48% of those using a new subscription service back in 2021 cancelled after just the first two months. Whether they were making the most of a good deal or were unsatisfied with the product, the need to shop around was still very prominent.

Thankfully in 2022, we see a much different story for the subscription retailer. In December of last year, the cancel rate was down to just 14% and going down, which moves us on to our next 2022 trend – Customer Loyalty!

Loyalty feeds business growth:

Subscription services are getting personal. They know how often we need our deodorant updating, our loo roll stocked up, our weekly meals delivered and even the condition of our hair and skin. The knowledge these brands have on their consumers is incredible, and to keep those consumers loyal. They need to use it wisely. Ensuring communication is timely, accurate, and on time is essential and offers flexibility in payments and the opportunity to delay deliveries for the most convenient experience. Retailers will need to be centred on retaining existing customers as the subscription industry has its second boom.


80% of consumers are more likely to purchase from a retailer that sends personal content. Use what you know about your subscribers to your advantage. Personalisation attracts loyalty!

Green Consumerism:

Last year’s Cop 26 ignited an eco-movement in the retail industry. From recycled packaging, carbon neutral deliveries to eco friendly fabrics, the retail space is now being driven by green consumerism.

  • 17% of consumers buy from brands because they have an eco-friendly supply chain
  • 12% buy from brands that share the same environmental values as them
  • 65% of consumers are willing to pay 20% more for sustainable purchases

Find out more in our latest Green paper!

Protection Profitability:

Find the best-fit business model for your brand. As hybrid retail becomes the new way of shopping, brands need to move their focus to online and offline forms of communication, online retail spaces and customer convenience.

In short, understanding your customer’s needs is more important than ever. With the second wave of subscription culture hitting the retail space, brands need to be targeted, accurate and timely when communicating with new and existing consumers. Use the knowledge you have from subscription services and use personal approaches to make the experience seamless and convenient. Change your business model to accommodate for a more eco-friendly way of working, and don’t underestimate the power of personalisation.

Discover our retail sector page for more data services and case studies! 

Molly Kayll, January 27th 2022

It’s almost the end of 2021 and what a year it’s been. Despite the pandemic disrupting daily life again and again, we have continued to work incredibly hard, providing our clients with our market-leading data products and insight services, and we have seen some excellent results. Here’s a rundown of this year’s significant events and activities.

This year’s highlights

We have welcomed 82 new customers to REaD, providing thousands of data cleanses, customer enhancements and direct marketing campaigns.  These include some household brands such as Tesco, Joules, Carnival Cruises, and Animal Friends, as well as many other companies across the many different market sectors we serve.

We want to thank all our new customers and repeat customers (over 300 of you) for choosing REaD Group as your Data Insight, Enhancement, and trusted Campaign provider. We have delivered, on average, 2.5 times ROI target on multi-channel campaigns, with our data cleaning services saving customers, routinely, over £60,000 per campaign from mailing incorrect, deceased or gone-away records.

Response rates on campaigns have shown an increase of over 275% of response rate target with a 50% increase in revenue for our customers. We’ve also created some fantastic life-changing campaigns this year (and even planted 42 trees as a result of out Green Paper).

Our top 5 most used services this year:
  1. Data cleaning with GAS and TBR
  2. Direct Mail Data, Execution and Planning
  3. Data management with REaD Online
  4. Single customer view
  5. Customer insight and segmentation

Product updates 

Throughout the year we’ve continuously worked on our products and services to deliver the best possible experience for our customers. Here are just a few of the changes we’ve made.

REaD Enhance: We are imputing data across our REaD Enhance product, our solution for enhancing customer data. This allows the users to gain more value from the product for customer insight, profiling, and data modelling.

Data from social: We are collecting more and more data via social listening platforms that offer clients specific, relevant and timely indicators, giving customers the opportunity to reach more customers.

Pet Data: From age, occupation, income, presence of kids, outdoor space, and local area, we understand pet owners. We are collecting data to understand the profiles of dog owners, cat owners and both, even down to brands of food they buy, to provide detailed insights at a local or national level.

Home Movers: We have more accurate home mover predictions which take into account the local geography, the property size, type and value, and even the conveyancer.

The Cube: We have created a new database, enabling faster loading and aggregation of data, creating more frequent product releases in 2022.  Plus, new B2B data will be available via our REaD Online platform in January 2022.


We are proud to report that we are still the most trusted data organisation in the UK!  This year we had our regular ISO audit with the auditor seeing: ‘Positive evidence of continual improvement to REaD’s security procedures’, and all planned security objectives achieved.

Data Protection Office 

The DPO team have successfully managed, logged, and recorded almost 11,550 DPO enquiries this year without any delays or adverse effects (based on nearly 200m pieces of direct mail sent by REaD’s clients in 2021).

Online Permission Library

Our Online Permission Library continues to receive great feedback from clients. In 2021, we added 33 new clients and conducted 23 demos. At present, we have 101 clients logged as users of the platform.

SAR Tool 

This year our Subject Access Reporting (SAR) tool was built and delivered, enabling better, more accurate and quicker search functionality for data protection enquiries.

Due Diligence

Several new policies and procedures were set up and distributed to contributors to ensure a continual compliance of data supplied to REaD.

What we’ve learned and our predictions for 2022

So what can we expect for the year ahead? We know consumers are expecting brands to understand their needs more and more and they will expect brands to close the ‘experience gap’ even further. Data will play a huge role in the growth of these brands and is an essential piece of the puzzle in helping them to understand consumers’ behaviours, mindsets and attitudes. The focus is shifting to accessibility and actionable insights to ensure meaningful and valuable personalisation that will create lifelong customers.

What other trends can we expect for next year? Here are our predictions for the top six trends in marketing for 2022.

Trend 1: Faster progression towards multi-channel comms

Multi-channel comms is changing, and teams are now looking at data to be used across all channels with the same profiling, models and selections being applied where the permissions allow it.

Trend 2: Customer decision-making driven by sustainability and/or diversity

There is a lot of research, including the DMA’s recent Customer Engagement:  Consumer Mindset in Acquisition research, that shows that diversity and sustainability are becoming more important  to consumers when deciding which brands to buy from. With a higher profile after COP26, younger audiences are increasingly engaging with green concerns and consumers are demanding that representation is recognised in advertising.

Trend 3: More direct-to-consumer comms and sales from brands in retail

One thing that accelerated during lockdown is some brands engaging directly with consumers rather than relying on their retail estate or sales partners. Retailers created a direct-to-consumer offering quickly and efficiently, and the outcome: a new audience who are loyal to the brand.

Trend 4: More intermediaries in other sectors

Many household brand names in insurance and utilities have almost stopped recruiting customers directly because they rely so heavily on the intermediaries to provide their new customers. Expect to see other sectors disrupted in 2022, such as train travel and the financial services.

Trend 5: Greater demand for improved customer service post-pandemic through automation and AI

The challenge for many brands will be how to fund extra staff after cutting them previously. It is possible that the drive for automation, more realistic chat functionality and AI-based solutions will be the solution.

Trend 6: Finding a balance between localism and impatient nation

While the pandemic revitalised shopping local resulting in a healthier high street, we also invested more in the need to get products delivered to our door as quickly as possible. Together, that creates a very interesting dynamic, a confluence of fast and slow shopping – it will be interesting to follow how the two develop over the next twelve months.

Charitable support

This year, we’ve raised a fantastic amount for our chosen charity, CALM (the Campaign Against Living Miserably) which takes a stand against suicide. By riding bikes, running miles and baking amazing cakes and savoury goods, we’ve raised more than £16,000!

Onwards to 2022…

Year on year, we work hard to provide the best possible service to our customers by offering the most compliant, quality data available. Next year we’ll be continuing to offer the same quality service with the same personal approach. We look forward to working with you again and in the meantime, we wish you a very Happy Holidays.

How to engage consumers this festive season

While Christmas is the most wonderful time of the year (according to Andy Williams), it is also the most important time of the year for retail brands.

But after a rollercoaster couple of years, and with 2021 the year in which COVID-19 finally killed off some of our most-loved brands, what’s in store for retailers this festive season? We’ve taken a look at some of the key statistics and trends in retail shopping habits and furnished you with tips and tools to help you capitalise on these trends and make the most of the upcoming festive period.

Retail ho ho’s no no’s

The last two years have hit the retail industry incredibly hard. Thanks to the coronavirus pandemic, retailers have had a challenging time, with stores closed, staff furloughed and supply chain issues. At the same time, multiple lockdowns caused a significant shift away from the high street to e-commerce.

Research from the ONS, published earlier this year, revealed the extent of the changes wrought on the retail sector: in 2020, total retail sales volumes fell by 1.9% compared with 2019, the largest annual fall on record. However online sales rose to a record high of 33.9% as a share of all retail spending, the highest growth seen for 13 years, according to e-tail association IMRG.

More than 8,700 British chain stores closed in the first half of 2021 and while some brand names have disappeared from the high street forever (goodbye Topshop, Debenhams and Thorntons), some brands – especially those with a strong e-commerce presence – have thrived, especially the “Big Four” supermarkets, Amazon, Marks and Spencer and Boots, according to Statista.

Where and how are consumers spending?

But it looks like consumers are planning to buck this trend in 2021: Statista research shows that in the 2021 holiday season, the average Christmas spending on gifts in the UK was higher compared to the previous two years. UK consumers were expected to spend the most on consumer electronics, at around £51 in 2021, compared to £49.20 in 2020. Compared to the previous year, per capita spend on clothing and footwear saw an increase in 2021 going from £26.94 to £38.79, although this is still far below the levels observed in the pre-pandemic period.

Research from Canopy Media shows that the pandemic also affected how people shopped for gifts in 2020. The number buying online grew to 85%, up from 78% in 2019, while, due to a mix of store closures and consumer concern, the number shopping in-store dropped from 77% in 2019 to 58% in 2020.

When are consumers shopping?

New research from Kantar’s GB Target Group Index (TGI) consumer data has found that 21% of adults (over 11 million people) are planning to start their present purchasing in November. Kantar also found that, amongst the November Christmas shoppers, 44% of them (5 million people) buy Christmas presents for six or more people. November Christmas shoppers can also prove to be a lucrative group in their gift purchases: the data shows that well over half of them (55%) claim to usually spend £200 or more on Christmas gifts, compared to just 37% of those who start their Christmas shopping in December. This means that now is a key time to engage consumers with products and services that will be gifted during the festive season.

Christmas shopping trends

Social media

The likes of Facebook, Twitter, Instagram, Tik Tok and Pinterest account for  approximately 60% of all Gen Z and Millennial holiday purchases.


Nearly 70% of Gen Z and Millennials are actively looking to engage with brands both online and in-store that have a clear sustainable mission. Gen X is not far behind, with 59% seeking out ethical brands. For more on Green consumers view our Green Paper. 

Pet preferences

After the ‘pandemic puppy’ boom, it will come as no surprise that 64% of pet owners have said they will be buying presents for their furry friends. For more pet specific marketing data visit our page.

Shopping the sales

In 2020, consumers used incentives like Black Friday (39%), Cyber Monday (24%) and Amazon Prime Day to bag their bargains. In 2021, Klarna expects that figure to increase to 72% of shoppers who will rely heavily on similar incentives, seasonal sales and offers to stretch their budgets.


81% of shoppers expect to buy for family, while nearly half plan to purchase gifts for friends (44%). 34% will shop for their significant other, while a mere 7% plan to shop for work colleagues.


43% of Millennials and 38% of Gen Z plan to buy gifts from their wish lists for themselves if they don’t receive them from others, up from last holiday season, when 41% of Millennials and 32% of Gen Z said they purchased gifts for themselves.

Wisdom of the silver surfers

55% of Baby Boomers are more inclined to forgo participating in holiday sales altogether, but Klarna’s silver surfers are still savvier than most. Older Klarna shoppers are much more likely to take advantage of the holiday deals than the
average Joe, with only 43% of Klarna Baby Boomers saying they won’t shop sales.

How we spend it

While we’re feeling more excited about the first ‘normal’ Christmas since 2019, a number of factors are stretching the purse strings: personal finances are under pressure, unemployment and inflation are both on the rise; and cost of living is expected to go up in 2022. New research from VoucherCodes and GlobalData has found that, while consumers feel stretched financially they also want to make this Christmas extra special. As a consequence, many admit to being more inclined to rely on loans than their earnings to finance Christmas gift spending this year. In 2020, consumers expected to finance 75% of their Christmas gift spending via their earnings, compared to 62% in 2021. This year, people anticipate relying on credit cards, store cards, loans, and payday loans more than in 2020.

Data – your helpful Christmas elf

It is no secret that early to mid-November is the best time for direct mail (DM) campaigns during the festive period. And with the right data at their disposal, brands can further optimise their campaigns to reach the right consumer at the right time. And as we’ve seen, bricks and mortar is far from being obsolete: with the right planning and analysis of customer data, brands can drive footfall and traffic over typically quieter times with incentives or offers. With more than 44% of consumers purchasing presents for six people or more, they’ll be keen to make the most of incentives and sales.

But not only that, retailers need to ensure they are embracing a more omnichannel model. Klarna’s omnichannel research found that retailers’ main motivation when it comes to developing a more omnichannel approach is to better understand customers, but other factors also came into play.

Build a winning strategy

Consumers’ buying habits are changing, making it an optimal time to tap into new opportunities. Brands must take the insights from the past year and use them to build a winning strategy. Getting personal with consumers with tailored, relevant and timely communications and marketing will not only drive engagement but also optimise return on investment (ROI) and long-term value (LTV).

With access to a data asset repository of multiple, trusted sources of consumer data, brands can build an accurate, in-depth, and insightful view of the consumer population in the UK. By understanding who consumers live with, what they earn and spend, how they transact and what their hobbies are, for example, they can gain huge customer insight, enrich their marketing comms, build profiles and personas and select the appropriate recipients for their campaign.

The expansion of the ULEZ (Ultra Low Emissions Zone) and what it means?

As of Monday 25th the ULEZ now stretches from central London to the boundaries of the North and South Circular roads, covering just over 140 square miles! That’s 18 times the size of the original ULEZ (and a lot more postcodes to cover). Now containing just over 3.8 million people, families, schools and companies, all in the process of replacing vehicles no longer meeting the ULEZ standards for greener alternatives.

The expansion has been brought into tackle poor air pollution in the capital city from petrol and diesel vehicles that don’t meet the Transport of London standards, and already seeing incredible results:

ULEZ has saved around 12,300 tonnes of CO2 emissions to date!

It is estimates that 1 in 5 vehicles will be affected by this and liable to the daily charge from this month. Government schemes have been launched to help those within the boundaries of the ULEZ switch their old motors for electric or hybrid alternatives or scrap the old motors all together. Small businesses and charities have also been offered incentives to upgrade fleets to an electric alternative. However, the loans are shortly running out and as we all know, a new car is an investment, particularly to those in low-income households.

REaD Group’s latest Green Index Model in conjunction with More Metrics, has revealed how green behaviour differs across the UK and the expanding ULEZ boundaries.

  • The more children in a family, the more likely they are to have environmental concerns.
  • Those with no children are 19% less likely to be green.
  • 18 – 24-year-olds are 60% more likely to be concerned about the environment.
  • And much more …

Giving a greater insight into the sustainability preferences of the UK population at postcode level, and, giving brands the ability to tailor communications to those seeking green alternatives; especially to the automotive sector helping households move to more sustainable motors.

Find out more about REaD Groups latest green data, to target sustainability preferences for UK households!

New changes to I0S and what it means for marketers!

Apple’s latest i0S 15 update has certainly caused a stir for marketers trying to reach consumers using Apple devices. The new changes include Hide My Email and Privacy Relay, giving consumers the option to limit or prevent data sharing from their devices, masking emails and internet addresses, and hiding unique identifiers for online tracking. This change will make consumer opt-ins more precious than ever, especially for those using Apple email apps. But marketers will do what marketers do best – evolve!

In short, Apple users will now be able to:
  • Turn off open tracking
  • Hide their IP addresses
  • Hide their email addresses
And this will impact:
  • The reliability of open rates – They are still relevant but don’t measure campaign success from them
  • The accuracy of open times
  • The precision of automation
  • Stop senders from using invisible pixels to collect open and IP addresses
  • A/B testing will be impacted, so the removal of i0s devices from testing is recommended
So how many consumers are impacted by this new update?

58% of email consumers and 90.5% of all mobile users (that use an apple email) will be impacted by the latest update, with at least 90% of those users expected to opt-in to the new privacy settings. Why so much? The latest update will present Apple users with a clear opt-in message after the upload is complete, typically asking, “do you want to protect your email or not”. In the age of privacy-first technology, it is no surprise that so many are predicted to choose this new privacy feature.

Remember, this only impacts consumers using the Apple mail app!

Email marketing with i0S:

It’s not all doom and gloom! The new i0S 15 changes are no doubt changing the marketing landscape for email campaigns moving forward. Here are a few top tips to prepare for a new way of emailing with i0S 15.

  1. Segment your data – understand the density of apple users in your database.
  2. Measure clicks over delivered.
  3. Track open rates from the previous year to create a post line for future campaigns.
  4. Segment your data from previous email campaigns – consumers with a better engagement rate are less likely to opt-in to the new privacy settings.
  5. Rely on clicks for re-engagement campaign tracking.
  6. Bounce rates are your friends – this will help you measure changes to your campaigns.
  7. Ensure you have a clear Preference Centre.
  8. Identify alternative data you will need to bring in, like web data, other customer data – better relevance.
  9. Maintain email best practices; just because opens are going away is not an excuse to sending crazy as email platforms will likely still measure and filter your email accordingly.

And finally, embrace personalisation! Even though the new update will filter emails to an randomized email created by the Hide My Email feature of i0S 15, a personalised email is far more likely to be engaged with.


Identifying consumer vulnerability

What does the UK Energy Crisis mean for Utility Brands and how can they protect their consumers?

Over the past two weeks, news of an Energy Crisis in the UK has built concern for utility brands and consumers. This crisis maps out an increase in wholesale energy prices meaning greater pressure on smaller utility brands (those prioritising greener energy and localism) and consequently greater energy bills for consumers. These soaring prices will undoubtedly see a rise in inflation, ultimately making the cost of living that bit more expensive for most households in the UK, making data quality and identifying vulnerable consumers an essential part of any Utility Brands communication.

At least 6 suppliers have already decided to exit the UK market amid threats of rising wholesale prices, leaving at least 835,000 households open to new suppliers. Ofgem have ensured that these households will be protected by energy price caps, yet new suppliers must ensure these consumer records are accurate. Establishing a trusted and seamless relationship from the get-go.

How can Utility Brands Secure Customer Loyalty?

According to the energy regulator Ofgem, energy bills are estimated to rise between 12-43% from October. Customers want to know that their provider is doing everything possible to protect their data. This means keeping data clean and up to date for marketing communication needs to be timely, informative, and accurate.

The importance of having an up-to-date database will allow utility brands to contact consumers at the correct address with information regarding their personal tariff, utility bills and changes to energy prices. Ensuring consumer wellbeing is central to the marketing strategy over the coming months. Having up to date gives you a much better understanding of the way your customer behaves.

Overall, if you want to increase your customer base and establish a sense of trust and transparency between your brand and your customer, you need to do everything you can to optimize your communications and, having accurate customer data will improve your marketing strategy while building trust and loyalty.

What can Utility Brands do to Identify Vulnerable Consumers?

The cherry on the top for lower-income households will be the latest government proposal to increase National Insurance payments and decrease Universal Credit. Utility brands, therefore, need to prioritise identifying vulnerable consumers and those most likely to struggle with rising costs.

REaD Group’s Consumer Vulnerability Score Model can identify these consumers, helping brands tailor their communications, and helping with debt ratio, identifying potential problems for consumers before major issues occur. It also allows utility brands to tailor home visits, and maintenance management to suit consumer needs, avoiding costly reputational damage, adhering to best practice guidelines and ultimately, protecting the consumer’s wellbeing.

For more information on our utility specific data products go to our

Utility Sector Page

Or request more information on our Consumer Vulnerability Score Model

by going to our Contact Page

7 Key Principles:

GDPR introduced 7 key principles for the lawful processing of personal data. This refers to the collection, organisation, structuring, storage, use, communication and the life span of personal data. These principles are at the centre of compliant processing, an essential part of GDPR to be followed by brands and organisations:

  • Lawfulness, Fairness and Transparency:

(a) processed lawfully, fairly and in a transparent manner in relation to individuals (‘lawfulness, fairness and transparency’).

  • Purpose Limitation:

b) collected for specified, explicit and legitimate purposes and not further processed in a manner that is incompatible with those purposes; further processing for archiving purposes in the public interest, scientific or historical research purposes or statistical purposes shall not be considered to be incompatible with the initial purposes (‘purpose limitation’).

  • Accountability:

(c) adequate, relevant and limited to what is necessary in relation to the purposes for which they are processed (‘data minimisation’).

  • Data Minimisation:

(d) accurate and, where necessary, kept up to date; every reasonable step must be taken to ensure that personal data that are inaccurate, having regard to the purposes for which they are processed, are erased or rectified without delay (‘accuracy’).

  • Storage Limitation:

(e) kept in a form which permits identification of data subjects for no longer than is necessary for the purposes for which the personal data are processed; personal data may be stored for longer periods insofar as the personal data will be processed solely for archiving purposes in the public interest, scientific or historical research purposes or statistical purposes subject to implementation of the appropriate technical and organisational measures required by the GDPR in order to safeguard the rights and freedoms of individuals (‘storage limitation’).

  • Integrity and confidentiality (security):

(f) processed in a manner that ensures appropriate security of the personal data, including protection against unauthorised or unlawful processing and against accidental loss, destruction or damage, using appropriate technical or organisational measures (‘integrity and confidentiality’).

View our privacy policy here – Privacy policy – Data privacy policy for REaD Group


switcher model

REaD Group presents our unique Switcher model

Built using the most accurate and comprehensive consumer data universe in the UK


REaD Group’s Switcher model allows the segmentation of a customer database to identify the propensity of an individual or household to switch from their existing provider.

Ideal for utilities and telecoms companies, our Switcher model offers a unique solution for both acquisition and retention, which also includes selection for channel preference to further improve your campaign performance. In addition bespoke model refinement can be conducted by REaD Group utilising client data to enhance model performance.

REaD Group hold the most comprehensive, clean, accurate and responsive permissioned consumer marketing data available in the UK. Apply this data to drive your acquisition and retention strategies.

REaD Prospect – we can create the perfect prospect pool using our unique set of variables, combining data from a wide variety of trusted sources including demographics, property details, interests and attitudinal data.

REaD Enhance – we can tell you more about your customers than any other data company! Apply that knowledge to your customer base to ensure your communications are targeted, relevant and profitable.

Our data provides granular details at household and individual level to support acquisition and retention.

  • Propensity to switch
  • Loyalty indicators
  • Energy usage – gas and electricity
  • Household variables including house type and number of
  • Household composition including presence of children
  • Demographics & lifestyle variables
  • Affluence markers

How many new customers will you find?
REaD Group Switcher model is available for immediate testing, contact us now to set up a trial




REaD’s Customer Engagement Director, Scott Logie, discusses supporter engagement for the new season! 

It feels like it is only days after the Euros finished and the new football season is back.  Never mind that in between we had Wimbledon and the Olympics: what a feast of sport for those of us who love it.  To be honest, I always feel that the football season starts too early.  I could do with another couple of weeks to get mentally prepared before being launched back into it, but I am probably alone in this.

As a Scottish man of a certain age, it was always fashionable to have two teams.  For me, my hometown team was Airdrieonians and my “English” team (because you had to have one) was Liverpool FC as my hero, King Kenny Dalglish, played there.  Fast forward 40-odd years and Airdrieonians have sadly disappeared, and I have acquired two new teams, based on house moves, in Bristol City and Crewe Alexandra.  It’s a lot to keep across but what else would I do otherwise?

Why now is the time to engage supporters

For the clubs themselves there is always a lot to keep across.  And coming into this season there is probably more than ever before.  Last season was one like no other.  For most of it there were no fans in the stadiums, no merchandise sales from the shops and very little chance to engage with supporters face-to-face.  This would have meant that income levels would have been down, and, at the same time, staff would have been furloughed and a lot of the essential work that would normally go on behind the scenes would have suffered.

I mentioned three teams that I support earlier.  For each of these clubs I have bought tickets – in fact, season tickets for two of them – and yet I have only had emails from one of them (Liverpool) about games coming up.

Realistically, teams like Liverpool don’t need to spend time filling the stadium: that will happen for every game regardless.  But they do need to share information on new strips, their TV channel and all the other ways I can follow my team.  For Bristol City and Crewe Alex it is more basic: get bums on seats.  And yet neither of them have sent me an email, or a bit of mail even, to remind me I can come back and support them with all my mighty singing.  I think clubs are missing a trick, to be frank – think how many shops opened and we got emails and mailings to tell us about it.  How much better response would there be for something that we like doing?!

Why data is key

Another area that I am obviously interested in is around the data that the clubs hold on their supporters and what has happened to that over the last 18 months.  We know that data quality degrades; people move house, change email address, pass away and most of this isn’t shared with their football club.  A really great way to start engaging with your fans is to make sure you hold the right data on them.  And that is easy to do!

So, the fans are back but are the clubs making the most of their excitement?  Are they getting in touch and telling us how we can do more for our club?  Are they inviting us back to the ground and into the club shop?  And are they sorting the data they hold on us so that they can do that?  For me, as a multi-club man it doesn’t feel like it. As well as getting ready for kick-off on the pitch, they should give some thought to kicking off supporter engagement off it: it will serve them well.

Find out more about REaD Group’s suite of data cleaning and management

products here, or check out our Leisure page 

Get in touch with us here!