Lakeland: A truly personalised myLakeland experience

Lakeland, a chain of kitchenware stores, increased incremental revenue for year two of its myLakeland Club scheme by developing new behaviour-driven segments that featured different variations of content and offers.

Campaign details

Agency: Go Inspire GroupClient: LakelandCampaign Name: A truly personalised myLakeland experience

As the myLakeland Club entered its second year, the brand was challenged with delivering a truly personalised experience for every member, building on the success of the scheme's opening 12 months - and boosting revenue.

Strategy

To increase the relevance of each communication and deliver truly personalised experiences, 29 new behaviour-driven segments were developed across five distinct customer types.

For each segment, specific variations of content, offers and messaging were applied - from welcome packs to driving in-store shoppers online - and...

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