Express has delivered services to dialogue marketers for 25 years – but the company now splits into two units, digital and offline, with new names.
Even now in 2014 there is still something called paper – or offline, if you like. And both online and offline requires specialisation in order to generate value.
This is the reasoning behind the division of Express – a long-standing supplier of marketing services for relationship marketing – into two independent business units, Fluid and Express Paperbased.
Fluid will focus on the growing market for “outsourced data management and digital communication”, while Express Paperbased will focus on “data-driven offline communication.”
The existing competences and services will continue in the new setup, but the purpose of the division is to create better forums for development and specialisation. The two new business units will continue to collaborate closely on existing projects, for instance based on the campaign tool dialogportal.
“We are in actual fact operating in two different markets, and now we draw the logical consequence of this. Narrowing our focus means that we can generate greater value for the individual customer,” says Niels Christian Møller, formerly CEO at Express and now head of the newly formed business unit, Fluid.