Through the agreement, Data Lateral will provide data management and analytics for the program, which involves targeting more than 450,000 customers every week.

This includes the mailing of personalised recall letters aimed at encouraging customer retention.

Howitt will continue to manage the production, enclosing and fulfilment of such materials to produce recall packs.

Each of the promotional packs feature details such as store and customer information, resulting in up to 1bn possible data variations.

Nick Dixon, chief executive of Lateral Group, said renewing the contract demonstrated "the value of the campaign management that Data Lateral and Howitt deliver to Specsavers."

He added: "The contract win demonstrates the capabilities of both companies to offer our clients a combined integrated approach to campaign management."

Sarah Koulloutas, head of direct marketing for Specsavers, said the companies had been managing the program for two years.

She added both have provided "valuable data and analytics insight to drive more customers in store, as well as providing ongoing cost reductions to ensure our marketing program delivers efficient return on investment.'

See also:
Lateral Group companies post 87% rise in profits
Howitt manages Britannia-Co-op merger pack project