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.
Moleskine, a manufacturer and product designer, increased online orders on its website in the UK by redesigning its website with a simplified homepage and personalised features to set it apart from third-party platforms.
Land Rover, an automotive brand, increased orders of its new Land Rover Discovery model in the UK by launching a Famous Five-style direct mailpack that showed families the adventures they could enjoy with the car, especially after COVID-19 lockdowns.
Jaguar Land Rover, an automotive brand, increased sales of its New Defender model in the UK by launching an innovative direct mailpack with a 45-degree angle perspective to reflect the angles the new vehicle could drive at.
During the peak shopping period, Criteo ’s Kenneth Pao says brands can achieve greater success if they u nderstand what consumers value, combine the effectiveness of online and in-store for greater retail wins, and think outside the box with adtech tools.
James Fox, WARC Exclusive, November 2021
The year 2022 will see the move from big data ad targeting to consent-driven personalisation, and there will be an increasing shift of focus for brands all along the supply chain to bring consumer learnings in-house to power strategic decision making.