Lakeland.

myLakeland: a truly extraordinary loyalty proposition and highly targeted communications

Ambition
Ambition
Strategy
Strategy
Results
Results

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

LET US INSPIRE YOU.

OUR AWARDS

We deliver award-winning campaigns for the UK’s biggest brands

OUR AWARDS

We deliver award-winning campaigns for the UK’s biggest brands