Driving MYLAKELAND ROI WITH PERSONALISED CATALOGUES.

AMBITION.

• Improve targeting with variable content driven by customer behaviour
• Increase Incremental Revenue generated from catalogue mailings
• Deliver greater ROI from catalogue mailings

STRATEGY.

• Lakeland added a personalised catalogue cover to a reduced pagination, generic text inner
• A combination of very targeted product and offer selections were selected to increase relevance
• The Catalogue was enclosed in a personalised outer envelope, to achieve letter format Mailmark™ postage rate

results.

• All mailed segments saw a large improvement in incremental revenue generated vs. the 2022 spring catalogue
• The 400k 2023 Spring Catalogue mailing volume, returned 400% ROI overall
• The new format offered savings of over £50,000 on their previous generic mailed catalogue
• Lakeland’s highest value and most loyal member segment, nearly doubled their incremental revenue (80%) vs. the 2022 spring catalogue