2021 Bronze Best Customer Retention or Loyalty Programme

Agency: Go Inspire Group

Client: Lakeland

Campaign Name: A truly personalised myLakeland experience

Campaign Overview

As the myLakeland Club entered its second year, the brand was challenged with delivering a truly personalised experience for every member, building on the success of the scheme’s opening 12 months - and boosting revenue.

Strategy

To increase the relevance of each communication and deliver truly personalised experiences, 29 new behaviour-driven segments were developed across five distinct customer types.

For each segment, specific variations of content, offers and messaging were applied - from welcome packs to driving in-store shoppers online - and reviewed in an iterative test and learn programme, with findings applied to subsequent packs.

This was achieved through frequent analysis of past-purchase behaviour and multichannel interactions with myLakeland - more than 50 tests being carried out over 12 months.

Creativity

Each element of the offer pack was personalised according to segment and past behaviour, using fully variable digital print capabilities.

Specific letters to each member introduced content ranging from competitions to recipe and niche offers.

Each pack included additional tailored offers, products and content determined by 'next best' predictive analytics recommendations.

Results

The highly targeted product offers delivered a 10x redemption increase vs. the control, along with an increased incremental spend per person of 9%: a £14.5m total incremental revenue for year two of the scheme.

Growth in member ACV from £75 in 2020 to £91 in 2021 was also recorded. Meanwhile, member churn reduced by 9% and an additional 100,000 were customers retained.

The Team

Lakeland - Fran Wilkinson, Head of Loyalty - Scott Jefferso,n Chief Commercial Officer - Mary Ruxton Direct Marketing Manager - Claire Farrell, Data and CRM Marketing Manager - Sandra Andrasiunaite, Data Marketing Executive - Claire Galloway - Gavin West, Partnerships Manager - Katherine Kilpatrick, Partnerships Manager

Go Inspire Group - Steve Bussey, Senior Analytical Team Leader - Grace Baillie, Senior Marketing

Analyst - Jos Dent, Senior Marketing Analyst - Vikash Chavda, Account Manager - Chris Hewitt, Account Director