A myLakeland Club building with a parking lot.

Driving business-wide strategy and growth with myLakeland Club data.



  • Put myLakeland Club data at the centre of decision making.
  • Create personalised offers and discounts for each member.
  • Deliver measurable growth in ROI and incremental revenue.

Business KPIs were:

  • Sales to Cost Ratio (SCR) benchmark of £6:1
  • EBIT benchmark of 20%
  • ROI benchmark of 80%
  • Response rate target of 15%



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:

  • Unique Advanced Segmentation
  • Usage Clustering
  • Category analysis
  • Discount Optimisation

Imagery, variable letter copy, products and content all tailored according to segment, for example:

  • Nursery – Making new members feel celebrated and welcomed into the Club
  • Win Back – Tempting members to shop again and offering helpful advice and free delivery
  • Core – Encouraging repeat spend with attractive discounts and a spend and save voucher


  • Incremental revenue up 317% in 2021/22 vs 2020/21
  • ROI 442% vs. benchmark of 80%
  • myLakeland Club member retention significantly stronger (3:1) than non-myLakeland Club customers
  • Sales to Cost Ratio (SCR) of £10.61 vs. benchmark of £6
  • EBIT 41% vs. benchmark of 20%
  • Response rate 17.8% vs target of 15%
Lakeland logo on a blue and yellow background.

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

Your contacts

Dimitri Kyprianou

Dimitri Kyprianou

Group Managing Director

Chris Hewitt smiling in front of a blue background.

Chris Hewitt

Sales Director - Solutions Division

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Want to see how we could improve your marketing performance? Let’s start a dialogue.

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