We’re delighted to announce that we have been awarded ‘Innovation of the Year’ in direct mail at the Printweek awards, as well as securing a Commended in the Environmental Company of the Year – Large Enterprise category.
Judges commented, “Go Inspire’s work on the myLakeland Club offer pack impressed the judges thanks to the incredible sophistication of the piece, with most pages containing variable data and personalised content, depending on the recipient’s location and behaviour.
Go Inspire developed 29 behaviour-driven segments as part of the project, and for each segment a number of specific variants were applied and reviewed through an iterative test and learn programme.
As the pack evolved through the testing process, the number of possible permutations more than doubled to 7,700. One judge described it as ‘data-driven 360-degree comms at its best. Not only giving customer engagement uplift, but also increasing revenue due to relevance.
The approach paid off for Lakeland, with incremental spend and average customer value making impressive gains and customer embracing the highly targeted offers. Alongside this the clever packs also resulted in a substantial boost to customer retention and a reduction in customer churn.”
In a bumper year, we were also proud finalists in three additional categories:
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