MyLakeland is the members’ club for home shopping provider Lakeland. It wanted to increase ROI and retention through hyper-personalised member communications.
Data was put at the centre of decision-making. An iterative, insight-driven test and learn programme was designed to deliver a more personalised member experience. Five factors drove changes, including unique segmentation, usage cluster, key category analysis, discount optimisation strategies and testing.
Go Inspire Group’s approach achieved a huge increase in personalisation, while incremental revenue from the programme rose significantly. Retention rates were also stronger when compared to those who were not signed up to myLakeland.
In addition to contributing to growth, retention,and ROI, the analytical project and resulting insight empowered more informed decision-making across the wider Lakeland ecosystem. It impacted digital tracking for example and was now possible to identify how valuable (or not) customers sourced from digital/social media/PPC were, compared to more traditional sources.
Store location analysis enabled Lakeland to make informed decisions when evaluating the potential opportunity for specific new retail locations. Lakeland said the strategic advice given helped it to see gaps in its knowledge and to seek the necessary data.
- Juice & Jam