UK fashion retailer Boden worked with Experian to better understand the data that sits at the core of its online business and revamp the way they use it - both in digital and offline format. Through smart use of customer databases Boden improved its direct mail offering and found ways to beter target and segment its customer database.
Brand: Boen | Sector: Clothing, retail | Country: US | Partner/agency: Experian ChetahMail | Objective: brand awareness, consideration and purchase | Format: Email
Traditionally a mail order operation, Boden has continued to build on its customer catalogue to supplement a strong online presence and relies on third party data to do business with its customers. In an increasingly online world, a physical catalogue is a significant investment and needs to hit the right prospects if it’s to drive return.
In 2009, Boden looked to revamp its approach to direct mail, stepping away from the cold acquisition strategy that required more than 100 separate lists of data from 3rd party providers – an inefficient and unfocused way of doing business.
Boden needed to identify high value customers and begin to target customers more efficiently. Experian conducted an overhaul of Boden’s customer data, and created a direct acquisition strategy that focused on four key elements:
- Data – creation of a defined prospect pool shifting from reactive campaigning to planned targeting
- Models and insight – predictions and modelling of customer types and behaviours
- Strategy and planning – ensuring that data knowledge is used in the best possible way
- System access – an easy to navigate system that visualises data
Using this strategy, Experian has helped Boden to understand, attract and retain customers:
- Cutting mailing lists from 100+ to a handful, with Experian data making up 85% of customer selections
- Using a test and learn policy to better understand customers and where to place sections in catalogues
- Boost seasonal catalogue launches for better communications with customers
Since launching as an internet operation in 1999, Boden’s online presence transformed the company into a major international brand – 75% of sales come from the web, with over 5,000 products shipped every day to the UK alone.
Effective targeting and segmentation in email
With such a strong web offering comes a wealth of customer generated data that offered Boden new growth opportunities – but with a one-size-fits-all approach to its existing email marketing strategy, further engagement with consumers was restricted. Boden understood that to be successful, customers need to be engaged with rather than spoken to, and that targeting and segmentation based on their understanding of their customers would be the key to increasing ROI.
In 2009, Boden began working with Experian CheetahMail to start sending targeted messages to the right people at the right time. Through a self-service model email platform provided by the CheetahMail team, and with training on how to use the system to its best effect, Experian CheetahMail was able to help Boden meet the following objectives:
• Segment customers based on transaction history
• Enable a higher degree of targeting and personalisation in email communications
• Deploy targeted cross-sell and up-sell messages
• Generate and analyse campaign data to inform future strategy
