Our Clients

Better customer understanding with Farrow & Ball

A British institution founded over 70 years ago and experiencing global success, Farrow & Ball is an established multinational paint manufacturer and retailer, with revenue of over £80m.

They wanted our help in approaching their next stage of growth, against a backdrop of increased online purchasing.

We started working as an extension to their Marketing Team, to bring a more fact-based, customer-led approach to growth. This drove offline purchases as well as online, and developed the direct relationship with the customer, reflecting the knowledge and expertise for which Farrow & Ball are renowned.

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"Farrow & Ball hired us to better understand their customers across channels and territories, to help them focus on the right activities to drive growth."

How we helped Farrow & Ball:

  • Grow by understanding Customers: Farrow & Ball hired us to better understand their customers across channels and territories, to help them focus on the right activities to drive growth.
  • SCV Showed Areas Of Potential: We used our expertise to bring their showroom and online data into a single customer view database – and thereby identified significant areas of potential in both channels.
  • Drive Footfall: Together, we developed a plan to drive customers into showrooms, largely through direct mail and email.
  • Improve Retention: We optimised their internal data capture systems and helped them to maintain communications with customers, to improve retention.
  • We also trained their showroom staff to be confident in requesting customer details. We created a contact strategy to maximise the potential of holding more customer contact details, and to increase overall spend per customer.

The Results

Direct mail has consistently proven to drive incremental value.

Both email opt-in and revenue increased through staff training, customer insight and communications.

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