Campaign details

Agency: The Thread Team

Despite substantial growth over the last decade, too many Jo Malone (JML) customers don't return within 12 months after their first purchase.

If JML could convert a small percentage to make a second purchase at minimal cost, revenue could soar.


Through the innovative use of Kitewheel customer journey technology and smart use of customer data, JML delivered a joined-up, cost effective, omnichannel communications programme packed with individualised content delivered in real time.

First up a single customer view was built, meshing disparate sets of sales and customer data across email, web and social to determine interaction with content on Facebook and Instagram, engagement with JML emails, and a study of website activity.

Once achieved, ongoing analytics provided insight to inform the campaign, but none so actionable as segmenting the database into "engaged" and "unengaged" customers.