Single Customer View (SCV) Database and CRM Loyalty Services

{
    "tag": [
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    "id": "ocds-h6vhtk-0698d1-2026-05-14T14:21:30+01:00",
    "date": "2026-05-14T14:21:30+01:00",
    "ocid": "ocds-h6vhtk-0698d1",
    "initiationType": "tender",
    "parties": [
        {
            "id": "GB-COH-05113733",
            "name": "FIRST GREATER WESTERN LIMITED",
            "identifier": {
                "scheme": "GB-COH",
                "id": "05113733"
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            "additionalIdentifiers": [
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                    "scheme": "GB-PPON",
                    "id": "PXVG-2764-GZCQ"
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            "address": {
                "streetAddress": "Milford House 1 Milford Street",
                "locality": "Wiltshire",
                "postalCode": "SN1 1HL",
                "country": "GB",
                "countryName": "United Kingdom",
                "region": "UKK14"
            },
            "contactPoint": {
                "email": "procurement@gwr.com"
            },
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    "buyer": {
        "id": "GB-COH-05113733",
        "name": "FIRST GREATER WESTERN LIMITED"
    },
    "tender": {
        "id": "FX1337",
        "legalBasis": {
            "id": "2023/54",
            "scheme": "UKPGA",
            "uri": "https://www.legislation.gov.uk/ukpga/2023/54/contents"
        },
        "title": "Single Customer View (SCV) Database and CRM Loyalty Services",
        "description": "GWR is undertaking a major procurement to appoint a strategic partner capable of delivering an integrated customer data, Customer Relationship Management (CRM), and loyalty ecosystem. The goal is to create a unified, scalable, and insight driven environment that strengthens customer relationships, improves operational efficiency, and drives measurable commercial value. Central to this ambition is a CRM and loyalty programme that actively increases customer engagement, repeat travel, and revenue through personalised, relevant, and timely interactions. The partner will deliver a Single Customer View (SCV) data platform, digital analytics services, CRM programme management, and loyalty operations, which will deliver customer insight flows seamlessly from data ingestion through to personalised activation and revenue generating outcomes. This will include not only the build and delivery of these capabilities, but the ongoing optimisation of CRM and loyalty programmes. This will ensure that our journeys, communications and member experiences are continually refined. This will support our goals of customer engagement, influence of their behaviours and support wider commercial, business and customer UX objectives. This procurement reflects GWR's ambition to become more data informed and customer centric, recognising that a unified understanding of customers is a core business capability, not simply a technology platform. The partner will be expected to support an always-on programme of strategic CRM and loyalty activity that evolves over time, driving sustained customer value and long-term business growth. This procurement also needs to recognise the wider rail industry context, including GWR's future transition into the Department for Transport Operator model and, in time, Great British Railways. The appointed partner will therefore need to provide a flexible, scalable service that can adapt as industry structures, governance requirements and customer priorities evolve",
        "status": "active",
        "items": [
            {
                "id": "1",
                "additionalClassifications": [
                    {
                        "scheme": "CPV",
                        "id": "48445000",
                        "description": "Customer Relation Management software package"
                    },
                    {
                        "scheme": "CPV",
                        "id": "48480000",
                        "description": "Sales, marketing and business intelligence software package"
                    },
                    {
                        "scheme": "CPV",
                        "id": "48600000",
                        "description": "Database and operating software package"
                    },
                    {
                        "scheme": "CPV",
                        "id": "79342321",
                        "description": "Customer-loyalty programme"
                    },
                    {
                        "scheme": "CPV",
                        "id": "79413000",
                        "description": "Marketing management consultancy services"
                    }
                ],
                "deliveryAddresses": [
                    {
                        "region": "UK",
                        "country": "GB",
                        "countryName": "United Kingdom"
                    }
                ],
                "relatedLot": "1"
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        ],
        "value": {
            "amountGross": 4295000,
            "currency": "GBP"
        },
        "procurementMethod": "selective",
        "procurementMethodDetails": "Competitive flexible procedure",
        "procedure": {
            "features": "Stage 1 - Conditions of Participation Stage 2 - Initial ITT Stage 3 - Negotiation and Final ITT The award criteria specified in this notice is indicative and subject to change following completion of Stage 1 - Conditions of Participation."
        },
        "mainProcurementCategory": "services",
        "specialRegime": [
            "utilities"
        ],
        "aboveThreshold": true,
        "submissionMethodDetails": "Suppliers must visit the below link to express an interest in the opportunity. https://s2c-uk62.waxdigital.com/FirstGroupPlc/DisplayModules/TradeModules/Negotiations/Opportunities/ViewOpportunityEvent.aspx?EventID=5014&Culture=en-GB Once suppliers have expressed an interest, unless already in place, suppliers will be required to sign a Mutual Non-Disclosure Agreement (MNDA) in order to access the draft specification and the CoP selection process. This procurement process is being advertised and run by First Greater Western Limited on its own behalf and on behalf of the successor operator of the rail passenger transport services in respect of Great Western Railway. That successor operator will be a public sector company, is expected to be a wholly owned subsidiary of DfT OLR Holdings Limited and will be ultimately owned by the Secretary of State for Transport. The date for transfer of the current operations to the successor operator is not yet confirmed. Where the transfer is completed before contract award under this procurement process, the successor operator may elect (but will not be obliged) to carry on with this procurement process in place of First Greater Western Limited, by taking on the role of contracting entity from the date of completion of the transfer (with this notice and all other procurement documents to be interpreted accordingly). Where the transfer is not yet completed by the time of contract award, contractual rights may be included in the contractual arrangements to enable transfer to the successor operator. Bidders should note that this procurement process (if ongoing), or any awarded contract, may be included in a transfer scheme made by the Secretary of State under section 12 of the Railways Act 2005, or the transfer may be effected outside of, or separate from, such a scheme. Suppliers should note that TUPE is expected to apply to this contract. Further information will be supplied to shortlisted suppliers at ITT stage.",
        "submissionTerms": {
            "electronicSubmissionPolicy": "allowed",
            "languages": [
                "en"
            ]
        },
        "expressionOfInterestDeadline": "2026-06-19T12:00:00+01:00",
        "enquiryPeriod": {
            "endDate": "2026-06-05T23:59:59+01:00"
        },
        "awardPeriod": {
            "endDate": "2026-12-01T23:59:59Z"
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        "lots": [
            {
                "id": "1",
                "status": "active",
                "value": {
                    "amountGross": 4295000,
                    "currency": "GBP"
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                    "criteria": [
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                            "type": "cost",
                            "name": "Whole Life Cost",
                            "numbers": [
                                {
                                    "number": 40,
                                    "weight": "percentageExact"
                                }
                            ]
                        },
                        {
                            "type": "quality",
                            "name": "Functional, Non-Functional Requirements",
                            "numbers": [
                                {
                                    "number": 60,
                                    "weight": "percentageExact"
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                "selectionCriteria": {
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                            "description": "Criteria used to select suppliers to tender is described in the Conditions of Participation.",
                            "forReduction": true
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                "suitability": {
                    "sme": true
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                "contractPeriod": {
                    "startDate": "2027-01-01T00:00:00Z",
                    "endDate": "2029-12-31T23:59:59Z",
                    "maxExtentDate": "2031-12-31T23:59:59Z"
                },
                "hasRenewal": true,
                "renewal": {
                    "description": "The contract is for an initial 3 years plus, subject to performance, an additional option for 2 further years. A total contract length shall be a maximum of 5 years. Please note indicative contract value is based on a fully extended 5 year contract."
                }
            }
        ],
        "documents": [
            {
                "id": "conflictOfInterest",
                "documentType": "conflictOfInterest",
                "description": "Not published"
            },
            {
                "id": "044404-2026",
                "documentType": "tenderNotice",
                "noticeType": "UK4",
                "description": "Tender notice on Find a Tender",
                "url": "https://www.find-tender.service.gov.uk/Notice/044404-2026",
                "datePublished": "2026-05-14T14:21:30+01:00",
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