Created in response to satisfy his desire to offer simple, timeless costal wear, Alastair Parker-Swift launched Crew Clothing in the early 1990’s. Today English heritage remains the backbone of the company, however Crew Clothing has now grown to become a multi-channel fashion retailer with 70 UK Stores, and a direct retail business with a turnover of around £15 million.
Crew were dedicated to creating customer centric content that is personalised and resonates with each responder. They needed a platform that would allow them to access insight that would help them to achieve this, and ultimately allow them to personalise every communication they send out. The personalised communication also needed to deliver the desired uplift in performance provide justification for roll-out.
2Link allowed Crew Clothing to quickly and easily target their audience based on browsing data. Not only did this mean Crew Clothing could show customers products that they knew their target audience would be interested in, it allowed them to tailor their promotional offers to ensure that the customers who would benefit from a multi-buy offer were not receiving a % discount.
Results from the campaign are as were impressive. The test campaign delivered a 9% increase in open rate between the browsers and the rest of the base. The CTOR also rose 10%, whilst conversion saw a 5% increase for the browsed customers. Both sets of customers were shown the same content and offers.
Our work with Sub2 and 2Link in particular has been very successful. Campaigns which utilise the 2Link data enjoy a significant increase in engagement and conversion. Not only does this benefit our weekly reports but it also gives us piece of mind that we supplying strong, relevant content to customers who we value. As we continue to work side by side with Sub2 we are looking to bring all this data in-house allowing us to tailor our triggered and lifecycle emails as well.
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