Damart Case Study

The Story

Damart was founded in 1953 by three brothers who developed and patented Thermolactyl, a unique man-made fibre now renowned for its ability to provide warmth without lots of bulky layers. Damart has since become a leading brand in the mature clothing category, with more than 4 million customers in the UK and an annual turnover in excess of £110 million.

This extensive pool of customers built over years of trading presents some targeting challenges. One of the more critical challenges is that of deciding which dormant customers are still worth trying to reactivate. To support this decision, Damart had developed a suite of models which used the customers’ transactional history with the brand to predict the likelihood of purchasing again. However, this proved insufficient to achieve the desired results on customers who had not engaged with the brand for a long time.

The Solution

In 2014, Damart partnered with Epsilon Abacus to develop an end-to-end solution to support customer acquisition, retention and reactivation campaigns. As part of the solution, Epsilon Abacus created propensity models to reactivate dormant customers as well as convert enquirers.

Like the models that Damart had developed internally, the Epsilon Abacus models leveraged information derived from the customers’ transactional history with the brand. However, the Epsilon Abacus models also had access to over 100 lifestyle & demographic attributes and more crucially transactional data from our co-operative of more than 500 retailers. The transactional information provided a substantial uplift, with variables such as recency of last transaction in the mature clothing category and amount spent with other home-shopping brands in the last 12 months playing a key role in the overall score. The Epsilon Abacus models’ scores were then used alongside internal models to identify suppression opportunities and select incremental names for reactivation.

Nauticalia Case Study

The Story

A few years ago George bought a model ship from Nauticalia and it takes pride of place in his living room. As a keen sailor and outdoor hobbyist, he regularly bought gadgets and memorabilia to indulge his passions, but he hadn’t bought from Nauticalia again for some time. With help from Epsilon Abacus data, Nauticalia were able to identify that George was still in the market for their product range. They sent him a catalogue with a strong offer, George saw a pair of binoculars that were perfect for his upcoming bird watching trip and he placed an order.

The Results

Epsilon Abacus summarised transactional information across more than 500 brands to measure spend, recency and frequency of purchase for Nauticalia’s lapsed customer in 21 different product categories. Together Epsilon Abacus and Nauticalia analysed the information and discovered that George had bought from 3 similar type brands in the last year. This led to the conclusion that George was worth targeting with a reactivation offer. The analysis also helped Nauticalia to realise that George’s friend Vince wasn’t really that into nautical items as he hadn’t purchased from any similar type offers since. Nauticalia decide not to target Vince and to send that brochure to Graham instead, a well-qualified prospect from the Abacus Alliance.

About Nauticalia

Nauticalia began in 1974 as a floating antiques marine shop. Today it operates in traditional mail order, eCommerce, retail shops and wholesale. Products include nautical items, collectables, gadgets, gifts and clothing.

The House of Bath

The Story

Anne used to order from House of Bath, but recently she discovered Debenhams. Her old favourite was forgotten, until she received a voucher for the linen she’s always admired in her friend Mary’s guest room. House of Bath was able to use the Abacus transactional co-operative database to find out Anne’s spending activity with other interiors companies and send her an offer that would appeal to her.

The Results

Now Anne’s bedroom looks beautiful and she’s already browsing the latest House of Bath catalogue for her next redecoration project. Her story’s not unusual, Epsilon Abacus advised House of Bath on a number of different variables and categories that could increase reactivation from their lapsed customer list. Mailings are now performing 25% better overall and lapsed customers active in Epsilon Abacus’ selected categories producing revenue per mail piece of 55% higher than the average for the campaign.

Testimonial

“Another stunning example of how Abacus has added value to our business.” (Dara O’Malley, Managing Director, House of Bath).

Suttons Seeds Case Studies 

The Story

As a keen gardener, Susan was excited about her plans to transform her tired garden with new areas and planting features. Each year she bought a range of plants and seeds from catalogues but this time she wanted something really special. Having bought from Suttons Seeds in the past, she received a new season catalogue through her door. A few days later she was sent a short punchy email from Suttons, promoting their online gardening planner. Susan clicked the link to the planner, mapped out her garden and bought all the seeds recommended. How did this come about? Suttons Seeds used Abacus Campaign 360 to select customers for their catalogue mailing. Alongside this, Epsilon consultants carried out a review of Suttons’ full communications programme and made suggestions to improve the click through rate of their email campaigns.

The Results

Epsilon consultants recommended that shorter emails could enable easier navigation, thereby increasing click engagement and site visits. Multiple tests proved that shorter email creative was a winner, delivering an uplift of 76% in the number of clicks to view the full range on the website. Working with Epsilon improved Suttons Seeds’ marketing strategy across the board, ensuring more customers like Susan were communicated to with greater impact across multiple channels.

About Suttons Seeds

Founded in 1806, Suttons Seeds is an internationally renowned supplier of flower and vegetable seeds, young plants, bulbs, fruit bushes and other horticultural products.