The Challenge:
An established UK fashion brand wanted to encourage existing customers to make additional purchases to help with long term growth of the brand. The brand also wanted to use their learnings of existing customers to acquire new lookalikes, in efforts to expand their customer base.
Objectives and Approach:
For the first part of our approach we segmented and profiled the brands current customers using Starcount social data to help the brand understand how they can trigger more purchases through the interests, and shopping behaviours of their customers. Using this information we were able to provide the brand with CRM recommendations based on the products purchased previously and social profiles to show additional products and categories they might be interested in.
The second step in our approach was using Starcount lookalikes of the current customer segments as potential acquisition audiences. These lookalike audiences were activated on social channels Facebook and Instagram.
Results:
- Customer Data Loyalty: resulted in 4 times more revenue vs BAU using personalised CRM campaigns
- Lookalike Acquisition: produced 3 times higher engagement rate than objective
Quotes:
“Starcount is helping us to better understand who our loyal and passionate advocates are, what they like most and, to find more like them, all over the world”. Pete Williams – CEO Jack Wills
“Starcount’s analysis of our rich customer data helped us to reveal different behaviours and motivations. From this, we were able to create highly targeted (personalised) product recommendations. These personalised offers have increased customer engagement and specifically improved email open and response rates”. Sophie Neary – Chief Customer Officer
