Growth Marketing: Go Inspire Group

This campaign for an established retailer is a strong example of laser-focused data strategy delivered tangible growth and the blueprint for a continually evolving value exchange between brand stakeholders and club members.

Building on the meteoric growth of Lakeland's myLakeland Club was no small task for Go Inspire. Putting data at the centre of decision making, meant that a 317% YoY increase in incremental revenue, and 442% ROI (vs a benchmark of 80%), were just two of the obliterated KPIs for the year.

A true breakthrough with data delivered a hyper-personalised myLakeland experience for every member; making them feel understood, and valued by reflecting their needs in highly personalised direct mail offer packs.

Making hyper-personalisation a reality, first meant determining the most relevant selection of products, offers, discounts and content for each individual myLakeland member.

The team’s approach was to develop a unique, multi-layered targeting model built on:

• Unique Advanced Segmentation that challenges traditional RFM

• Usage Clustering

• Category analysis

• Discount Optimisation

With targeting deployed in an iterative test and learn programme, changes to offer pack creative were tested against control. Success informed success, but failure also helped to inform what not to do and what to change in the programme.

In addition to outstanding incremental revenue and ROI, this hyper-personalised approach also delivered:

• A Sales to Cost Ratio of £10.61:1 (vs £6:1 benchmark)

• EBIT of 41% (vs 20% benchmark)

• Response rate 17.8% vs target of 15%

• myLakeland Club member retention significantly stronger (3:1) than non-myLakeland Club customers

Judges' comments:

“This entry showed really clear and sophisticated techniques to use customer data to drive great revenue. It also shows how each of the customer buckets received bespoke creative and journeys based on their profiling.”

“Now that's personalisation! I particularly liked that the exceptional campaign results and insights were used to inform other business decisions such as buying strategies, new store locations and understanding customer value by channel.”

“Great usage of data analysis for drive business outcomes. Looks like multiple algorithms were used for hyper personalised messages.”

“An intelligent solution that puts the customer at the centre and great use to all the first-party data owned.”