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...