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.