SK-II to focus on one-to-one CRM with Arc support

Arc will develop an enhan-ced CRM programme and tailor marketing initiatives specifically for different tiers of SK-II's market. SK-II brand manager Kylene Campos said: "With Arc, we hope to create special, one-to-one bonds with each of our consumers via tailored and individualised support for each consumer, each member of the Crystal Club. " Arc regional interactive director Mark Renshaw said that the agency would work closely with parent shop Leo Burnett, which handles SK-II's above-the-line communications. "We found in a recent Forrester and Intelliseek study that consumers place a greater degree of trust in products that are recommended to them by other consumers -- over 90 per cent -- whereas their trust in various types of ads sits between 40 to just under than 10 per cent," he said.