Selling clothing and accessories in designer print with a vintage twist, Cath Kidston’s business has been in existence since 1993. From one store in London, it has become a global brand, with around 100 stores in the UK, and significant growth in the far east, where there has been recent investment – involving buying back 30 stores from their franchise partner.
How we helped Cath Kidston:
In Store Data Capture: We helped them to drive in-store data collection by demonstrating the value of data capture.
LTV of Customers: We created segmentation models to differentiate their customers, based on future value to Cath Kidston, and implemented a contact strategy that was beneficial to both customers and Cath Kidston.
Accurate Marketing Spend Per Customer: We ensured that they spent the right level of marketing budget on each customer group, based on their financial return.
Commercial Focus: We changed the focus of their catalogue activity, to ensure a commercial objective as well as a brand focus, resulting in higher sales from the mailing programme.
Increased data capture by a factor of 5
Increased response rate to marketing
Increase in sales per customer
Capturing More Data: They increased their data capture by a factor of five. Their active customer database has grown from 200k in 2011 to 1.2 million in 2019, and data in-store attached to a customer moved from 15% to over 40%.
More Effective Marketing Activity: Response rates to more commercial approaches were 15% higher than brand-led.
Increase in Customer Spend: Our help in creating different contact strategies for different customer groups delivered a 25% increase in sales per customer, from marketing activity.
We helped them to understand how to increase sales to each customer cohort.
We helped them to generate greater returns from their marketing budget through more precise targeting and measurement.
We grew their customer database and used this to drive sales.