Business KPIs were:
Make members feel understood, and valued by reflecting their needs in highly personalised direct mail offer packs.
Determine the most relevant selection of products, offers, discounts and content for each individual myLakeland member, by developing a multi-layered targeting model built on:
Imagery, variable letter copy, products and content all tailored according to segment, for example:
The team at Go Inspire are great day to day, delivering selections, performance reports and weekly / monthly reports. But where we see the most value is definitely from the bigger picture work; the deep dive insight which has helped us to understand and navigate our way through such a difficult time for the business with the shift from offline to online as our stores were closed due to Covid. The strategic advice given has helped us to see gaps in our knowledge and seek that data and develop our approach to the new challenges we face.”
– Fran Wilkinson, Head of Insight and Customer Marketing
Want to see how we could improve your marketing performance? Let’s start a dialogue.