Founded in the UK in 1991, Boden was created by Johnnie Boden and sold a select range of menswear through mail-order catalogues. In the years that followed, Boden expanded into womenswear and childrenswear and by 1999 had launched its first website in the UK. In 2002, the business branched into the American market by creating a US version of the website. Since then, Boden has continued to expand globally with websites targeting the UK, US, German and Australian markets.
Boden wanted to develop their tactical campaigns to maximise the return from recent website browsers. To improve targeting and content, Boden needed to gain a better understanding of who their browsers were, what they were browsing and how often.
After considering a number of solutions, Boden chose 2Link, a granular level data solution that enabled them to track session length, pages visited, products and categories viewed as well as abandoned basket and checkout details. This individual level data formed the foundation of weekly tactical campaigns including special offer emails, cross sell campaigns and content optimisation.
Results from the campaign have been exciting. 2Link has produced an average revenue uplift of 15%. As a result 2Link has been integrated into ongoing tactical campaigns for Boden.
These results have been extremely promising. By using this detailed insight to fuel personalised campaigns we have been able to make a huge impact on the revenues generated from these campaigns, with some tactical campaigns seeing revenue increases as high as 57%.
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