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Deep Customer Understanding with Moss Bros

Moss Bros. is one of the UK’s top menswear shops, specialising in wear for formal occasions since 1851, with over 150 stores across the UK and an international website launched in 2011.

They came to us in 2017 to help deepen their customer understanding and build a single customer view (SCV). Since working with us they have grown their retail presence in the UK and online sales are growing by nearly 30% year on year.

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"We created segmentations, enabling them to adjust their marketing strategy on the basis of customer value and lifecycle stage, to drive increased revenue per customer."

Why they hired us…

Faster growth: They wanted to grow the direct business faster and more profitably than they could on their own.

Data-driven strategies: They did not have a single customer view database or analytics function in-house to produce customer insight to drive retention and acquisition strategies.

Increase customers and profits: Our aim was to build this capability and work closely with them to utilise this insight; increasing acquisition volumes and improving customer yield.

What we did for them…

Easy insight into customers: We created a Single Customer View Database, merging their web and business data to enable insights that demonstrated the true value of their customers.

Targeted marketing: We created segmentations, enabling them to adjust their marketing strategy on the basis of customer value and lifecycle stage, to drive increased revenue per customer.

Optimised online: We helped improve the customer experience resulting in growth in sales.

10%

10% increase in revenue per active customer

22%

22% increase in active customers

35%

35% increase in reactivated customers

The Results

Increased sales: 2018-19 online business sales grew by over 25%.

Maximised retention and spend: We drove greater loyalty and spend from the existing customer base. In 12 months, the ecommerce business saw:

  • 35% increase in reactivated customers
  • 22% increase in active customers
  • 10% increase in revenue per active customer

 

Key Takeaways:

  • On-line business sales grew by >25% in 12 months.
  • Customer re-acquisition increased by 35% and new customers by 16% (new customers account for 65% of total revenue).

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