Garnier: How a small-budget relationship marketing programme can have a big effect

When the Brothers Grimm first told the story of how a tiny pea made a big impression on a princess, they never imagined the same idea would be applied to relationship marketing. But as the following story shows, a small-budget relationship marketing programme can, if carefully targeted, have a big impact on even the most promiscuous customers - delivering cost-effective, measurable results, increasing spend and ultimately building brand loyalty, with a return on investment of £1.31 for every £1 spent