Exploring the Emporium
Contents About Liberty page 3 Campaign Background and Objectives page 4 Campaign Outline page 5 Campaign Summary page 8 Results page 9
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ABOUT liberty From rather humble beginnings at half of 218 Regent Street in 1875, Liberty’s intuitive vision and pioneering spirit has led it to become London’s leading destination store. The exotic emporium perfectly combines traditional British style and design with innovation and eccentricity. Liberty London has a reputation that attracts affluent and forward thinking fashion seekers not just from the British capital but from across the world. Liberty has five main departments; Home & Gifts, Menswear, Womenswear, Accessories and Beauty. They run a loyalty programme and their loyalty base contains a variety of regular shoppers – from more frequent, lower transaction value beauty, home and gift shoppers, to mid-tier shoppers across menswear, womenswear and accessories, to a top end couture and furnishings shopper.
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Campaign background and ObjectiveS Liberty has developed a CRM database that gives their marketing team the ability to recognise and reward their most loyal customers. Through analysis of loyalty data, they found that in the last 12 months over half of their loyalty members had shopped in only one division and a large percentage had only shopped in 1 or 2 divisions of the store. They could also see that the basket value of each shopper increases with the number of divisions they shop in. Those who shop in 4 or 5 divisions are the highest value customer and therefore generate more profit for the business. So Liberty came to Howard Hunt Group with an objective: to cross and up-sell to their loyalty members and encourage them to shop in at least one more division than they currently do. They also wanted their high value customers, who already shop in 4 or 5 departments, to come in and spend their vouchers too. Howard Hunt Group’s CRM consultants and print media experts conceptualised a highly personalised offline campaign that prompts members to discover more of the store and ultimately spend more. Twice a year, Liberty sends vouchers to their loyalty card holders; personalised to name, address, loyalty card number and voucher value. The voucher value is based on the number of points earned in the six months preceding the mailing. Over 30,000 members had recently received their personalised voucher in the post and the idea was to create a ‘reminder mailing’ – to prompt those that hadn’t spent it yet to do so.
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CAMPAIGN OUTLINE To achieve Liberty’s objective and move single department shoppers further into store, our experts worked with Liberty in a creative review to design a piece that was highly personalised and relevant. Howard Hunt Group consulted with Liberty around their loyalty data, segmenting it into groups dependent on individual value. Propensity modelling was then used to analyse the data and create customer profiles: identifying those with higher propensity to shop in more divisions and which specific divisions they were most likely to purchase from. By understanding the customers profile and previous purchase history, Liberty were then able to include this intelligence in the campaign to drive cross and up-sell through the examples of relevant departments and products to its loyalty members. The campaign involved 12 pack variants and each one was specifically targeted at a segment of loyal customers. The packs were led by content that relates to the customer’s gender and the division(s) in which they had previously shopped. The content was then supported by variable copy and imagery from divisions where the customer had already shopped before and ones which they had the propensity to shop in or content from all 5 departments for the segment of loyal customers that already shop in most or all divisions of Liberty.
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one piece mailer
front
one piece mailer
reverse
opening offer page
Luxury brands all under one roof - every concession and designer label, and crucially where to find them.
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Variable cross and up-sell offers (text and imagery) driven by customer data.
Variable cross and up-sell offers (text and imagery) driven by customer data. Trackable barcode.
roll fold inner sp
read
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CAMPAIGN SUMMARY The offline piece generated great response rates and achieved its objective through thousands of Liberty loyalty card holders exploring more of the store. Due to the success of the piece, Liberty is looking to continue to utilise the insight that can be gained from their CRM database to drive further targeted marketing campaigns. Looking forward, they plan to look at more complex propensity modelling and segmentation products to create more relevant, personalised communication programmes across all their direct channels.
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RESULTS • 28% shopped as a result of the mailing • ROI = 3468 % • Increased Average Transaction Value by 8% against plan • Converted 3% of single division shoppers into multiple division shoppers
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We chose to work with Howard Hunt Group because of their forward thinking approach to our loyalty shopper objectives. Their expertise and consultancy around our data, coupled with innovative creative meant we were able to create a compelling offline piece that encouraged our loyalty members to explore more of the store and generated a great ROI Jenni Cumming, Head of CRM, Liberty
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