This Works: Supercharging eCommerce through customer-centric growth

To supercharge This Works’ ecommerce performance, we implemented a data-driven strategy focusing on customer-centric growth, encompassing strategic planning, profitable acquisition, enhanced retention, increased AOV, and effective mailing programs. By leveraging customer data for personalised campaigns and optimised strategies, we significantly increased direct sales, revenue, and customer loyalty, demonstrating the power of a tailored, data-informed approach in the competitive beauty market.

Solution

Sector

This Works: Supercharging eCommerce through customer-centric growth | GAIN

Stats

5x growth in direct sales

5x

400% more mailing customers recruited

400%

4x more marketable customers

4x

The Challenge

This Works, a thriving multichannel, international beauty brand, wanted to significantly enhance its ecommerce performance. The brand aimed to drive direct sales, cultivate stronger customer relationships, and maximise customer lifetime value in a competitive market. To achieve this, they needed a data-driven approach that went beyond traditional marketing tactics.

The Solution

We helped them to implement a comprehensive strategy focused on supercharging their ecommerce business. Key focus areas included:

  • Strategic growth planning: We leveraged customer data to develop robust, customer-centric growth plans, ensuring all initiatives were aligned with the brand’s overall objectives and customer needs. This involved in-depth analysis of customer behaviour, purchase patterns, and engagement metrics.
  • Acquisition strategies: We established profitable acquisition cost targets, enabling This Works to attract and retain high-value customers. This involved optimising paid advertising campaigns, refining targeting strategies, and maximising ROI.
  • Customer retention: We optimised contact strategies to increase customer retention rates, focusing on personalised communication and targeted offers. This involved implementing effective email marketing campaigns, loyalty programs, and personalised customer journeys.
  • Average order value (AOV): We nurtured customer relationships to increase AOVs and overall customer value. This involved implementing upselling and cross-selling strategies, offering personalised product recommendations, and creating compelling bundles.

Mailing campaigns: We drove new customer acquisition through targeted cold mailing campaigns, utilising data segmentation and personalised messaging to reach potential customers and increase conversion rates.

The Result

  • Cold mailings: More than 4x more new customers profitably acquired in the first year.
  • Bigger database: We have grown This Works’ marketable customers database by 4x since we started working together.
  • Direct sales are booming: So far, our relationship has driven 5x more direct sales.
  • Consistent growth: Year on year, we consistently increase the volume of new customers – and profits.