2012 Silver Retail

Client Shop Direct Group - Very.co.uk

How did the campaign make a difference? The highly targeted, multichannel Love your Wardrobecampaign helped solve fashion dilemmas for thousands of new customers. Over 12,000 new customers exceeded targets by 22%. With an average first-order value of £165, this was an initial return of over £2.5m for an ROI of £4.76.

What details of the strategy make this a winning entry? By segmenting prospects to talk to them with a highly personalised, impactful, relevant message, the Love Your Wardrobe campaign reinvigorated credit customer acquisition at a time when response rates were falling. The strategy was to determine their level of fashion confidence, then use dynamic content to serve bespoke and inspiring looks for key occasions to help them fall in love with their wardrobe again. As there was no transactional data for cold prospects, a solution was developed that would not only reveal how fashion confident each prospect really was, but would help drive an emotional brand experience. The planning platform revealed insights into shopping behaviour, favourite shops, favourite purchases, attitude to fashion and purchasing influences. The prospect pool was segmented into three wardrobe attitudes: ‘style safe’, ‘chic style hunter’ or ‘fashion forward’ and the campaign then set out to match each prospect to the right segment.

How did creativity bring the strategy to life? A launch email invited prospects to take a revealing, online, style-personality quiz. To deliver personalised and engaging comms to everyone, analytics were used to match women who hadn’t completed the quiz with those who had. A dynamic personalised follow-up direct mail pack was also sent to all prospects between the first two emails, revealing their style personality. An uplift device promoting looks and occasions relevant to the prospect’s click history was also tested. Across the campaign, clear and simple art direction was combined with friendly and supportive copy to give them the confidence to try the latest trends. Two further emails continued the journey with dynamically populated outfit suggestions. The content-rich landing page acted as a hub for style advice for each stream, highlighting the ideal outfits for a range of occasions.

Results 12,667 new customers, exceeding targets by 22%. And the targeting delivered a 20% reduction in cost per credit customer. With an average first-order value per customer of £165, this was an initial return of over £2.5m for an ROI of £4.76. But taking the average lifetime value of a Very.co.uk customer into account, total ROI is expected to be more than four times that amount.

Team Lauren Higgins, Sian Hardman, Geraldine Sherriff, Ian Bates, Sian Norris, David Jones, Hazel Rudge, Ben Whitley, Clare Gill