This much-loved homeware brand’s goal was to improve its shopping frequency. It wanted a ‘truly extraordinary’ loyalty proposition so, we threw the kitchen sink at it! One award judge described it as ‘data-driven 360-degree comms at its best.’
We designed, built, launched, and now manage, its myLakeland programme. The mail pack was incredibly sophisticated, most pages contained variable data and personalised content, depending on the recipient’s location and behaviour. As the pack evolved through testing, possible permutations more than doubled to 7,700.
But the campaign paid off. Sign-ups were 17% above target in the first four months. Incremental spend increased as did average customer value (up 44%). The award-winning packs really boosted customer retention and reduced churn.
Want to see how we could improve your marketing performance? Let’s start a dialogue.