During our pre-pitch analysis we quickly identified that this brand was paying to acquire the same customers again and again via Paid Media. This is a well known high street brand, and they naturally have a lot of loyal customers, which is great, but this meant that the vast majority of media spend was going towards existing customers. By integrating their Paid Media, SEO & CRM we were able to launch an integrated, cross-channel strategy which allowed them to focus on efficiently acquiring new customers whilst also retargeting and re-engaging with existing ones. The results we’re huge, allowing them to acquire hundreds of thousands of new customers without increasing media spend.
Our solution was to identify, segment, target and optimise audience groups across channels in order to focus budget and resources on acquiring new customers, whilst allowing existing customers to return via owned/organic channels. This would require complex integration and synchronization across acquisition channels, with a strong new customer offer by the brand, which we also helped create, by taking into account competitor activity, historic sales performance and product launches.
This approach led to us generating a huge 2,590% increase in new customers (defined as a first-time email registration + purchase) during November, with a whopping 4,280% increase during December and 2,860% increase during January (all dates compared to same period of the previous year).
