2018 Silver Best digital performance

Agency: The Thread Team

Client: Jo Malone London

Campaign name: Jo Malone London Omnichannel Communications Programme

Campaign overview

Bringing customers back to Jo Malone London

The brief

Jo Malone London is a destination for gift-givers, but, following a comprehensive customer journey audit we discovered a strong opportunity to increase repeat purchase. Converting a small percentage of first-time buyers into second-time purchasers at minimal cost would result in significant incremental revenue.

Strategy

Through the innovative use of Kitewheel customer journey technology and smart use of customer data, Jo Malone London delivered a joined-up, cost effective, omnichannel communications programme packed with individualised content delivered in real time.

First up a single customer view was built, meshing disparate sets of sales and customer data across email, web and social to determine interaction with content on Facebook and Instagram, engagement with Jo Malone London emails, and a study of website activity.

Once achieved, ongoing analytics provided insight to inform the campaign, but none so actionable as segmenting the database into ‘engaged’ and ‘unengaged’ customers.

These two segments, along with the length of time since last purchase, formed the basis of the customer journey. This was enhanced using Next Best Action in real time to determine what communication followed.

Creativity

The creative execution was founded on insight, and to make every touchpoint’s content relevant to the individual, a formula was conceived based on transaction, propensity, and intent.

An engaged customer who had recently purchased a scented candle as a gift and browsed for candles on the website would be served an email highlighting candles in alternative scents and information highlighting the brand’s fragrance combination (a USP).

Creative content was served on opening of the email, rather than when it was sent. This meant that the messages were relevant to the recipient no matter when the email was opened as it would be based on real time behaviour.

So if a recipient didn’t open Jo Malone London email comms for a while, they may have browsed online for other fragrances, and content would reflect this behaviour change.

Results

The campaign achieved an uplift of 32% in second purchases relative to the control group with an ROI of 1.4:1.

Significant positive impacts were seen across all KPI metrics, demonstrating the power of a 1:1, tailored, real-time omnichannel customer journey.

The Kitewheel customer journey technology was critical.

The combination of the ability to support the emails with complementary Facebook ads triggered by engagement (or not) to the emails, meant Jo Malone London created a joinedup, multi-channel campaign across the brand’s major touchpoints – a first for the organisation.

Team

The Thread Team - Richard Calvert, Founding Partner - Strategy - Carolyn Bondi, Founding Partner - Data Strategy - Sara Cohen, Lead Journey Strategist - Edwin Topari, Digital and Platform Data Consultant

Jo Malone London - Lise Backman, Director, Omnichannel and Retail Engagement - Joanne Thomas, Global CRM Director (Interim) - Sarah Mitchell, Global CRM Director

Contributors

Kitewheel, CheetahMail, BlueVenn, Alchemy