{ "uri": "https://www.find-tender.service.gov.uk/api/1.0/ocdsRecordPackages/ocds-h6vhtk-054402", "publisher": { "name": "Cabinet Office", "scheme": "GB-GOR", "uid": "D2", "uri": "https://www.gov.uk/government/organisations/cabinet-office" }, "publishedDate": "2025-12-08T16:59:30Z", "license": "http://www.nationalarchives.gov.uk/doc/open-government-licence/version/3/", "publicationPolicy": "https://www.gov.uk/government/publications/open-contracting", "version": "1.1", "extensions": [ "https://standard.open-contracting.org/profiles/eu/latest/en/extension.json", "https://raw.githubusercontent.com/open-contracting-extensions/ocds_amendment_rationale_classifications_extension/master/extension.json", "https://raw.githubusercontent.com/open-contracting-extensions/ocds_budget_breakdown_extension/master/extension.json", "https://raw.githubusercontent.com/open-contracting-extensions/ocds_contract_completion_extension/master/extension.json", "https://raw.githubusercontent.com/open-contracting-extensions/ocds_documentation_extension/master/extension.json", "https://raw.githubusercontent.com/open-contracting-extensions/ocds_pagination_extension/master/extension.json", "https://raw.githubusercontent.com/open-contracting-extensions/ocds_suitability_extension/master/extension.json", "https://raw.githubusercontent.com/portaledcahn/ocds_Links_extension/main/extension.json", "https://raw.githubusercontent.com/cabinetoffice/ocds_uk_extension/main/extension.json" ], "packages": [ "https://www.find-tender.service.gov.uk/api/1.0/ocdsRecordPackages/ocds-h6vhtk-054402" ], "records": [ { "ocid": "ocds-h6vhtk-054402", "releases": [ { "ocid": "ocds-h6vhtk-054402", "id": "030410-2025", "tag": [ "tender" ], "date": "2025-06-05T17:24:09+01:00", "initiationType": "tender", "parties": [ { "name": "FIRST TRENITALIA WEST COAST RAIL LIMITED", "id": "GB-COH-10349442", "identifier": { "scheme": "GB-COH", "id": "10349442" }, "additionalIdentifiers": [ { "scheme": "GB-PPON", "id": "PGLQ-8629-CMPG" } ], "address": { "streetAddress": "8th Floor The Point", "locality": "London", "postalCode": "W2 1AF", "country": "GB", "countryName": "United Kingdom", "region": "UKI32" }, "contactPoint": { "name": "Ruchiie Sehdev", "email": "ruchiie.sehdev@avantiwestcoast.co.uk", "telephone": "+447773732843" }, "roles": [ "buyer" ], "details": { "classifications": [ { "scheme": "UK_CA_TYPE", "id": "publicUndertaking", "description": "Public undertaking" } ] } } ], "buyer": { "id": "GB-COH-10349442", "name": "FIRST TRENITALIA WEST COAST RAIL LIMITED" }, "tender": { "id": "FX1229", "legalBasis": { "id": "2023/54", "scheme": "UKPGA", "uri": "https://www.legislation.gov.uk/ukpga/2023/54/contents" }, "title": "CRM and Loyalty Agency Services", "description": "1. Detailed CRM requirements are:\n•\tProject Management/Client Services including status calls, timing plans and project updates\n•\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•\tCustomer Acquisition: create an omni-channel strategy to effectively grow the customer base\n•\tCampaign Planning: including testing and measurement plans\n•\tCreative concepting: including idea generation, design, copywriting & wireframe\n•\tAbility to demonstrates good ability for cross-agency collaboration\n•\tProactive approach to optimise current activity and pushing forward innovative ideas to drive customer engagement\n2. Detailed Loyalty requirements are:\n•\tProject Management/Client Services including status calls, timing plans and project updates\n•\tCustomer Acquisition: continue to develop the omni-channel strategy to effectively grow the Loyalty customer base\n•\tCreative concepting: including idea generation, design, copywriting & wireframe utilising all available data points\n•\tAbility to demonstrates good ability for cross-agency collaboration\n•\tProactive approach to optimise current activity and pushing forward innovative ideas to drive customer engagement, increase customer travel and increase reward redemptions.\n•\tOptimise creative and strategy to increase Loyalty revenue penetration and growth and increase redemptions of rewards.\n3. Account Management for CRM and Loyalty\n•\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•\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's evolving CRM and Loyalty goals.\n•\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•\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•\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's 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. 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All projects outside the retainer will be quoted and billed separately, with clear estimates provided in advance.\n•\tShare insights and counsel on CRM and loyalty trends, customer experience innovations, and regulatory developments.\n•\tProvide training or capability-building sessions when appropriate to support Client team development.\n•\tFlag any resourcing risks early and propose solutions to maintain service continuity.\n•\tComply fully with Data Protection Legislation and identify the designated Data Protection Officer(s) responsible for CRM data compliance.", "status": "active", "items": [ { "id": "1", "additionalClassifications": [ { "scheme": "CPV", "id": "79340000", "description": "Advertising and marketing services" } ], "deliveryAddresses": [ { "region": "UK", "country": "GB", "countryName": "United Kingdom" } ], "relatedLot": "1" } ], "value": { "amountGross": 2400000, "amount": 2000000, "currency": "GBP" }, "procurementMethod": "selective", "procurementMethodDetails": "Competitive flexible procedure", "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. 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Response to the brief (Retainer Services) -5%\n•\tCase study and Experience - CRM - 15%\n•\tCase study and Experience - Loyalty - 15%\n•\tAgency Team Capability - 15%\n•\tSustainability - 5%" }, { "type": "quality", "name": "Contract Review - 5%" }, { "type": "cost", "name": "Price - 40%", "description": "•\tRetainer Fees - 10%\n•\tCase Study 1 Cost - 15%\n•\tCase Study 2 Cost - 15%" } ] }, "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 } ] }, "suitability": { "sme": true }, "contractPeriod": { "startDate": "2026-01-01T00:00:00Z", "endDate": "2028-12-31T23:59:59Z", "maxExtentDate": "2030-12-31T23:59:59Z" }, "hasRenewal": true, "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. 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"releaseDate": "2025-06-05T17:24:09+01:00", "releaseTag": [ "tender" ], "value": "FX1229" } ], "legalBasis": { "id": [ { "releaseID": "030410-2025", "releaseDate": "2025-06-05T17:24:09+01:00", "releaseTag": [ "tender" ], "value": "2023/54" } ], "scheme": [ { "releaseID": "030410-2025", "releaseDate": "2025-06-05T17:24:09+01:00", "releaseTag": [ "tender" ], "value": "UKPGA" } ], "uri": [ { "releaseID": "030410-2025", "releaseDate": "2025-06-05T17:24:09+01:00", "releaseTag": [ "tender" ], "value": "https://www.legislation.gov.uk/ukpga/2023/54/contents" } ] }, "title": [ { "releaseID": "030410-2025", "releaseDate": "2025-06-05T17:24:09+01:00", "releaseTag": [ "tender" ], "value": "CRM and Loyalty Agency Services" } ], "description": [ { "releaseID": "030410-2025", "releaseDate": "2025-06-05T17:24:09+01:00", "releaseTag": [ "tender" ], "value": "1. Detailed CRM requirements are:\n•\tProject Management/Client Services including status calls, timing plans and project updates\n•\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•\tCustomer Acquisition: create an omni-channel strategy to effectively grow the customer base\n•\tCampaign Planning: including testing and measurement plans\n•\tCreative concepting: including idea generation, design, copywriting & wireframe\n•\tAbility to demonstrates good ability for cross-agency collaboration\n•\tProactive approach to optimise current activity and pushing forward innovative ideas to drive customer engagement\n2. Detailed Loyalty requirements are:\n•\tProject Management/Client Services including status calls, timing plans and project updates\n•\tCustomer Acquisition: continue to develop the omni-channel strategy to effectively grow the Loyalty customer base\n•\tCreative concepting: including idea generation, design, copywriting & wireframe utilising all available data points\n•\tAbility to demonstrates good ability for cross-agency collaboration\n•\tProactive approach to optimise current activity and pushing forward innovative ideas to drive customer engagement, increase customer travel and increase reward redemptions.\n•\tOptimise creative and strategy to increase Loyalty revenue penetration and growth and increase redemptions of rewards.\n3. Account Management for CRM and Loyalty\n•\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•\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's evolving CRM and Loyalty goals.\n•\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•\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•\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's 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•\tProvide the Client with a lead Account Director, supported by a Senior Account Manager and Planning Director under the agreed retainer model.\n•\tAdhere to a structured workflow including briefing templates, planning timelines, and clear approvals governance.\n•\tOffer a straightforward escalation path to resolve delivery or service issues efficiently.\n•\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•\tShare insights and counsel on CRM and loyalty trends, customer experience innovations, and regulatory developments.\n•\tProvide training or capability-building sessions when appropriate to support Client team development.\n•\tFlag any resourcing risks early and propose solutions to maintain service continuity.\n•\tComply fully with Data Protection Legislation and identify the designated Data Protection Officer(s) responsible for CRM data compliance." }, { "releaseID": "080803-2025", "releaseDate": "2025-12-08T16:59:29Z", "releaseTag": [ "award", "contract" ], "value": "This project relates to acquiring a new dedicated digital agency to predominantly support creative and strategic thinking for CRM (customer relationship management) and Loyalty Services" } ], "status": [ { "releaseID": "030410-2025", "releaseDate": "2025-06-05T17:24:09+01:00", "releaseTag": [ "tender" ], "value": "active" }, { "releaseID": "080803-2025", "releaseDate": "2025-12-08T16:59:29Z", "releaseTag": [ "award", "contract" ], "value": "complete" } ], "items": [ { "id": "1", "additionalClassifications": [ { "releaseID": "030410-2025", "releaseDate": "2025-06-05T17:24:09+01:00", "releaseTag": [ "tender" ], "value": [ { "scheme": "CPV", "id": "79340000", "description": "Advertising and marketing services" } ] } ], "deliveryAddresses": [ { "region": [ { "releaseID": "030410-2025", "releaseDate": "2025-06-05T17:24:09+01:00", "releaseTag": [ "tender" ], "value": "UK" } ], "country": [ { "releaseID": "030410-2025", "releaseDate": "2025-06-05T17:24:09+01:00", "releaseTag": [ "tender" ], "value": "GB" } ], "countryName": [ { "releaseID": "030410-2025", "releaseDate": "2025-06-05T17:24:09+01:00", "releaseTag": [ "tender" ], "value": "United Kingdom" } ] } ], "relatedLot": [ { "releaseID": "030410-2025", "releaseDate": "2025-06-05T17:24:09+01:00", "releaseTag": [ "tender" ], "value": "1" } ] } ], "value": { "amountGross": [ { "releaseID": "030410-2025", "releaseDate": "2025-06-05T17:24:09+01:00", "releaseTag": [ "tender" ], "value": 2400000 } ], "amount": [ { "releaseID": "030410-2025", "releaseDate": "2025-06-05T17:24:09+01:00", "releaseTag": [ "tender" ], "value": 2000000 } ], "currency": [ { "releaseID": "030410-2025", "releaseDate": "2025-06-05T17:24:09+01:00", "releaseTag": [ "tender" ], "value": "GBP" } ] }, "procurementMethod": [ { "releaseID": "030410-2025", "releaseDate": "2025-06-05T17:24:09+01:00", "releaseTag": [ "tender" ], "value": "selective" } ], "procurementMethodDetails": [ { "releaseID": "030410-2025", "releaseDate": "2025-06-05T17:24:09+01:00", "releaseTag": [ "tender" ], "value": "Competitive flexible procedure" } ], "procedure": { "features": [ { "releaseID": "030410-2025", "releaseDate": "2025-06-05T17:24:09+01:00", "releaseTag": [ "tender" ], "value": "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. 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Response to the brief (Retainer Services) -5%\n•\tCase study and Experience - CRM - 15%\n•\tCase study and Experience - Loyalty - 15%\n•\tAgency Team Capability - 15%\n•\tSustainability - 5%" }, { "type": "quality", "name": "Contract Review - 5%" }, { "type": "cost", "name": "Price - 40%", "description": "•\tRetainer Fees - 10%\n•\tCase Study 1 Cost - 15%\n•\tCase Study 2 Cost - 15%" } ] } ] }, "selectionCriteria": { "criteria": [ { "releaseID": "030410-2025", "releaseDate": "2025-06-05T17:24:09+01:00", "releaseTag": [ "tender" ], "value": [ { "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. 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