CRM and Loyalty Agency Services

{
  "buyer": {
    "id": "GB-COH-10349442",
    "name": "FIRST TRENITALIA WEST COAST RAIL LIMITED"
  },
  "date": "2025-06-05T17:24:09+01:00",
  "id": "030410-2025",
  "initiationType": "tender",
  "language": "en",
  "ocid": "ocds-h6vhtk-054402",
  "parties": [
    {
      "additionalIdentifiers": [
        {
          "id": "PGLQ-8629-CMPG",
          "scheme": "GB-PPON"
        }
      ],
      "address": {
        "country": "GB",
        "countryName": "United Kingdom",
        "locality": "London",
        "postalCode": "W2 1AF",
        "region": "UKI32",
        "streetAddress": "8th Floor The Point"
      },
      "contactPoint": {
        "email": "ruchiie.sehdev@avantiwestcoast.co.uk",
        "name": "Ruchiie Sehdev",
        "telephone": "+447773732843"
      },
      "details": {
        "classifications": [
          {
            "description": "Public undertaking",
            "id": "publicUndertaking",
            "scheme": "UK_CA_TYPE"
          }
        ]
      },
      "id": "GB-COH-10349442",
      "identifier": {
        "id": "10349442",
        "scheme": "GB-COH"
      },
      "name": "FIRST TRENITALIA WEST COAST RAIL LIMITED",
      "roles": [
        "buyer"
      ]
    }
  ],
  "tag": [
    "tender"
  ],
  "tender": {
    "aboveThreshold": true,
    "awardPeriod": {
      "endDate": "2025-11-17T23:59:59Z"
    },
    "description": "1.     Detailed CRM requirements are:\n\u2022\tProject Management/Client Services including status calls, timing plans and project updates\n\u2022\tCustomer contact strategy to continue enhancing the CRM ecosystem with a focus on retention, increasing Average Transaction Frequency/Average Transaction Value and reducing churn  \n\u2022\tCustomer Acquisition: create an omni-channel strategy to effectively grow the customer base\n\u2022\tCampaign Planning: including testing and measurement plans\n\u2022\tCreative concepting: including idea generation, design, copywriting \u0026 wireframe\n\u2022\tAbility to demonstrates good ability for cross-agency collaboration\n\u2022\tProactive approach to optimise current activity and pushing forward innovative ideas to drive customer engagement\n2.     Detailed Loyalty requirements are:\n\u2022\tProject Management/Client Services including status calls, timing plans and project updates\n\u2022\tCustomer Acquisition:  continue to develop the omni-channel strategy to effectively grow the Loyalty customer base\n\u2022\tCreative concepting: including idea generation, design, copywriting \u0026 wireframe utilising all available data points\n\u2022\tAbility to demonstrates good ability for cross-agency collaboration\n\u2022\tProactive approach to optimise current activity and pushing forward innovative ideas to drive customer engagement, increase customer travel and increase reward redemptions.\n\u2022\tOptimise creative and strategy to increase Loyalty revenue penetration and growth and increase redemptions of rewards.\n3.     Account Management for CRM and Loyalty\n\u2022\tDedicated Point of Contact\nThe Agency shall provide a dedicated point of contact available throughout the duration of the Agreement to deliver CRM and Loyalty account management services. A tiered account team - including a Senior Account Manager, Account Director, and Planning Director - will support varying strategic and delivery needs. The approach must be flexible and tailored, not \"one-size-fits-all.\"\n\u2022\tFlexible Resourcing and Review\nThe Agency must demonstrate the ability to flex resourcing in response to shifting priorities and levels of activity. This team structure and resource mix will be subject to annual review to ensure continued alignment with the Client\u0027s evolving CRM and Loyalty goals.\n\u2022\tResilience and Continuity\nThe Agency shall ensure continuity of service, including cover during absence, public holidays, or urgent requirements. This includes having sufficient resilience and senior oversight to maintain momentum on projects and meet deadlines.\n\u2022\tAgile and Responsive Delivery\nThe Agency must be able to respond quickly and effectively to fast-changing needs such as emergency sends, last-minute creative changes, or unplanned campaigns - while protecting timelines and budgets.\n\u2022\tTailored Service Types\nThe Agency shall allocate a named account team to deliver across three levels of service depending on the nature of the Client\u0027s requirements:\no\tStrategic Planning and Consultancy: Deep involvement in areas like loyalty proposition development, segmentation strategy, CRM vision, test-and-learn design, and journey mapping.\no\tCreative and Tactical Campaign Delivery: Responsive, insight-led CRM campaign execution across key channels including email, push, and DM, with strong creative delivery and campaign management.\no\tBAU/Operational Support: Execution of regular comms, performance tracking, stakeholder management, and creative adaptation, delivered consistently and reliably.\n4.     Retained Services\nOngoing Coordination and Performance Management\nThe Agency will attend weekly status meetings and monthly planning sessions to review project pipelines, resolve issues, and align on new priorities. In addition, quarterly business reviews will cover service levels, strategic direction, and overall relationship management.\nThe Agency shall:\n\u2022\tProvide the Client with a lead Account Director, supported by a Senior Account Manager and Planning Director under the agreed retainer model.\n\u2022\tAdhere to a structured workflow including briefing templates, planning timelines, and clear approvals governance.\n\u2022\tOffer a straightforward escalation path to resolve delivery or service issues efficiently.\n\u2022\tEnsure full transparency on scope and pricing. All projects outside the retainer will be quoted and billed separately, with clear estimates provided in advance.\n\u2022\tShare insights and counsel on CRM and loyalty trends, customer experience innovations, and regulatory developments.\n\u2022\tProvide training or capability-building sessions when appropriate to support Client team development.\n\u2022\tFlag any resourcing risks early and propose solutions to maintain service continuity.\n\u2022\tComply fully with Data Protection Legislation and identify the designated Data Protection Officer(s) responsible for CRM data compliance.",
    "documents": [
      {
        "description": "Not published",
        "documentType": "conflictOfInterest",
        "id": "conflictOfInterest"
      },
      {
        "documentType": "biddingDocuments",
        "id": "L-1",
        "url": "http://redirect.transaxions.com/events/1O0sY"
      },
      {
        "datePublished": "2025-06-05T17:24:09+01:00",
        "description": "Tender notice on Find a Tender",
        "documentType": "tenderNotice",
        "format": "text/html",
        "id": "030410-2025",
        "noticeType": "UK4",
        "url": "https://www.find-tender.service.gov.uk/Notice/030410-2025"
      }
    ],
    "expressionOfInterestDeadline": "2025-07-07T12:00:00+01:00",
    "id": "FX1229",
    "items": [
      {
        "additionalClassifications": [
          {
            "description": "Advertising and marketing services",
            "id": "79340000",
            "scheme": "CPV"
          }
        ],
        "deliveryAddresses": [
          {
            "country": "GB",
            "countryName": "United Kingdom",
            "region": "UK"
          }
        ],
        "id": "1",
        "relatedLot": "1"
      }
    ],
    "legalBasis": {
      "id": "2023/54",
      "scheme": "UKPGA",
      "uri": "https://www.legislation.gov.uk/ukpga/2023/54/contents"
    },
    "lots": [
      {
        "awardCriteria": {
          "criteria": [
            {
              "description": ".       Response to the brief (Retainer Services) -5%\n\u2022\tCase study and Experience - CRM - 15%\n\u2022\tCase study and Experience - Loyalty - 15%\n\u2022\tAgency Team Capability - 15%\n\u2022\tSustainability - 5%",
              "name": "Qualitative - 55%",
              "type": "quality"
            },
            {
              "name": "Contract Review - 5%",
              "type": "quality"
            },
            {
              "description": "\u2022\tRetainer Fees - 10%\n\u2022\tCase Study 1 Cost - 15%\n\u2022\tCase Study 2 Cost - 15%",
              "name": "Price - 40%",
              "type": "cost"
            }
          ],
          "weightingDescription": "Qualitative 55%\nContract 5% \nand\nPrice 40%"
        },
        "contractPeriod": {
          "endDate": "2028-12-31T23:59:59Z",
          "maxExtentDate": "2030-12-31T23:59:59Z",
          "startDate": "2026-01-01T00:00:00Z"
        },
        "hasRenewal": true,
        "id": "1",
        "renewal": {
          "description": "The contract length is anticipated to be three (3) years with an option to extend for another 2 years (as a 1+1 option). \nThe spend indicated within this tender process is not fully committed as the actual annual budgets will be subject to approval by Department for Transport from time to time, usually annually. Please note, we would reserve the right to reduce or increase the budgets as necessary at any point in time."
        },
        "selectionCriteria": {
          "criteria": [
            {
              "description": "Maximum 5 suppliers\nSelection criteria:\nThe Pre Qualification Questionnaire (PQQ) will be evaluated in line with the criteria stated within the PQQ.\nFollowing the evaluation of the PQQ responses, the Client will shortlist the Applicants it will invite to tender in accordance with the terms of the PQQ.\nThe Client reserves the right to limit the number of Applicants that are invited to tender to a maximum of five Applicants. Only Applicants that score a \"Pass\" for all non-qualitatively\nscored questions in this PQQ will be considered and places will be awarded in order of highest to lowest score. The client reserves the right, in its absolute discretion, to invite more\nApplicants if there is a tie in the scores between two or more Applicants for the final place.",
              "forReduction": true
            }
          ]
        },
        "status": "active",
        "suitability": {
          "sme": true
        },
        "value": {
          "amount": 2000000,
          "amountGross": 2400000,
          "currency": "GBP"
        }
      }
    ],
    "mainProcurementCategory": "services",
    "procedure": {
      "features": "This will be a three stage process including Pre-Qualification Stage (PQQ).\nFollowing the evaluation of the PQQ responses, the Client will shortlist the Applicants it will invite to tender in accordance with the terms of the PQQ. The Client reserves the right to limit the number of Applicants that are invited to tender to a maximum of five (5) applicants. only applicants that score a \"pass\" for all non-qualitatively scored questions in the pqq will be considered and places will be awarded in order of highest to lowest score. the client reserves the right, in its absolute discretion, to invite more applicants if there is a tie in the scores between two or more applicants for the final place.\nThe PQQ will be followed by an invitation to tender (ITT) with shortlisted bidders. the shortlisted bidders from the PQQ will submit the written response on the ITT and there will be a further shortlist to a maximum of two or three (2 or 3) tenderers based on the evaluation of written response received. \nThese shortlisted tenderers (2-3) will then be taken forward to a presentation stage including a chemistry session before final evaluation and award.\nThe final scores for each tenderer will be added together, after application of the relevant weightings, to receive a final score for each tender. the tenders will then be ranked according to the final scores received to identify the most advantageous Tender.\nThe Client intends to award the contract to the highest scoring Tender."
    },
    "procurementMethod": "selective",
    "procurementMethodDetails": "Competitive flexible procedure",
    "specialRegime": [
      "utilities"
    ],
    "status": "active",
    "submissionMethodDetails": "http://redirect.transaxions.com/events/1O0sY",
    "submissionTerms": {
      "electronicSubmissionPolicy": "allowed",
      "languages": [
        "en"
      ]
    },
    "title": "CRM and Loyalty Agency Services",
    "value": {
      "amount": 2000000,
      "amountGross": 2400000,
      "currency": "GBP"
    }
  }
}