Craghoppers – achieved a 286% ROI
Having a loyal following presents opportunities for cross-selling additional, related products into a customer base and Craghoppers needed a means of maximising these.
Taking data from a number of existing sources we consolidated, verified, de-duped and segmented these records to create a Single Customer View (SCV).
Then, with this dataset in place, we developed rules and predictive analytics to determine matrices of likely products and created a cross media campaign to maximise these cross- and up-selling opportunities. The initial campaign comprised;
- Design, coding and broadcast of a series of compelling HTML emails
- Personalised URLs (via email and catalogue) leading to
- Unique landing pages
- Delivery of contextual product suggestions/recommendations
The campaign was hailed as an overwhelming success with
- The company’s highest ever 286% increased response rate
- 15% visit rate
- 35% repeat visitors
- 5.48% conversion rate
- 10% repeat purchase rate
- 3.95% lapsed customer reactivation rate