Lakeland.

Ambition.

• Deliver a loyalty proposition that would be “truly extraordinary”
• Improve a very low shopping frequency
• Deliver sign-ups to the myLakeland programme
• Deliver Incremental revenue from the Welcome Pack Mailings
• Deliver Incremental revenue from Offer Pack Mailings
• Reduce customer churn

Strategy.

• Design, build, launch and ongoing operation of loyalty club
• Bespoke segmentation more advanced than RFM applied, which considers seasonality and consistency of spend
• Segmentation refreshed every month, so Lakeland can spot a change in customer spend and take action to protect loyalty and revenue
• Tailored targeting, messaging and personalisation strategy delivered based on segmentation
• Highly personalised direct mail welcome and offer packs

Results.

• Sign-ups 17% above target in first 4 months
• Incremental revenue from Welcome Pack 52% above target in first 4 months
• Incremental revenue from Offer Pack 1 – 19%
• 44% increase in average customer value YoY