Driving business-wide strategy and growth with member data, loyalty & CRM.
Overview:
Challenge: Lakeland sought potential partners to address low shopping frequency in 2017 through a loyalty solution.
Objectives:
- Understand cross-channel behaviour
- Foster relationships with loyal customers
- Increase shopping frequency, and revenue
- Influence new customer journeys through targeted communications
Year 1 KPIs:
- 373k sign-ups
- £587k from Welcome Pack
- £737k from Offer Pack 1
Solution:
- Creation of a “truly extraordinary” proposition for Lakeland customers
- Loyalty scheme design, build and operation
- Highly personalised multichannel CRM communications
- Revolutionary customer loyalty segmentation
Evolution:
2019: 420k sign-ups (17% above forecast), £1M from Welcome Pack (70% above forecast), £890k from Offer Pack 1 (21% above forecast).
2021: 29 behaviour-driven segments created, tailoring content, offers, and messaging for each segment in an iterative test and learn program.
2021: 1.15M myLakeland Club members, 10x increase in offer redemption, £3.2M incremental revenue.
2021: Successful tests and case studies presented at 2021 supplier conference to increase supplier engagement and breadth of targeted offers.
2022/23: ‘Offerlogue’ introduced delivering 400% ROI and increasing revenue by 80% for highest-value segment.
Current State (2024):
- Go Inspire is a strategic partner to Lakeland, offering services like loyalty and CRM strategy, segmentation, campaign management, and post-campaign analysis.
- Currently aiding Lakeland in bringing reporting in-house, Go Inspire aims to shift focus towards long-term strategic value rather than routine reporting tasks.
Measurable Outcomes:
- 1.17M active members at the end of 2023
- 59% of total revenue derived from myLakeland members
- £17.8M Incremental sales from members YTD
- £75 ACV from members
- 2.2x per year visit frequency
- 58% Retention
The service in numbers (scale and complexity)
- 2.16M active customer base
- 1.17M active members
- 5.5M transactions analysed per year (on average)
- 75+ campaign selections per year
- 200 reports generated per year
- 8.5M Offer Pack communications per year
- 2.8M personalised catalogues per year
Awards and Industry Recognition
- Performance Marketing World Global Awards 2023 – Growth Marketing
- Data IQ Awards 2022 – Breakthrough with Data
- Performance Marketing World Awards 2022 – Growth Marketing
- Digital Printer Awards 2022 – Transactional & Variable Data Campaigns
- Digital Printer Awards 2023 – InkJet in Direct Mail
- DMA Awards 2021 – Best Customer Retention and Loyalty Programme (Bronze)
