Boden emerged victorious as the CRM/Loylty category winner of Marketing Week’s second Engage Awards

Boden, the multichannel retailer of apparel and accessories, emerged victorious as the CRM/Loylty category winner of Marketing Week’s second Engage Awards. Announced at a glittering ceremony at the Grosvernor House Hotel in London, members of the Boden team were delighted by the recognition by judges and peers for their innovative CRM efforts.

The award-winning “Love Story” campaign featured personalised mailing, addressed to a customer’s first name with a J Loves logo at the front. A fold-out spread was completely unique to each customer based on their shopping history and life story with the brand.

The back of the catalogue featured further personalisation, with product recommendations based on analytics. These were further complemented by personal emails with further recommendations and additional integrated material.

Overall results for the catalogue mailing delivered a near 30% uplift in response. Engage Award’s judges were impressed, commenting “A great example of marketing with a personal touch.” Praising the quality and relevance of personalisation they added, “Strong customisation made it highly engaging and drove strong results”.

Boden’s campaign fought off strong competition in the face of O2’s Priority campaign and Innocent Drinks’ Innocent AGM to claim the Winner’s award. Further shortlisted entries came from Coca-Cola, Cravendale, Fiat, M&S and More Than amongst others.

Now in its second year, Marketing Week’s Engage Awards received even more entries than last year, which were judged by judged by a host of well know industry professionals including Mark Choueke, Editor of Marketing Week, Will Abbott, Marketing and Communications Director, Freesat, Lauren Branston Director, Public Affairs & Communications, Coca Cola, Craig Inglis Director, Marketing John Lewis, Richard Reed CEO Innocent Drinks and Phil Rumbol Founding Partner 101.

Via EPR Network
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Clothing retailer Boden reported a doubling of response on its latest enquirer conversion campaign in Summer 2011

Clothing retailer Boden reported a doubling of response on its latest enquirer conversion campaign in Summer 2011. Investment in an integrated multichannel approach to enquirer mailings with high level of personalisation paid off with improved ROI compared to past campaigns.

In May, Boden mailed Royal Wedding themed postcards to its enquirers, each featuring a personalised URL leading to a tailored micro site. Visitors were able to enter a competition to instantly win £1,000 worth of Boden clothing. Those that weren’t lucky enough to scoop the prize were awarded with a 15% off discount and automatically deep-linked from the micro site to the relevant Boden web page based on their catalogue preferences and gender.

The thorough approach with creative integration from start to finish paid off, boosting both engagement and sales. Matthew Finn, Assistant Marketing Manager at Boden, commented “Despite the higher initial costs we experienced almost double the response rate.” He went on to thank digital printers Howard Hunt and insight partners Celerity for their support in putting the campaign together.

Mr Finn now plans to roll out similar features to more tactical campaigns in the future. “We’ve seen declining response rates for enquirers on traditional mailings”, he says, sighting personalised integrated campaigns as a way to boost enquirer engagement and conversion.

This success follows hot on the heels of Boden’s catalogue campaign that was awarded Marketing Week’s Engage Award in May. The “Love Story” campaign featured personalised mailing, addressed to a customer’s first name with a J Loves logo at the front. A fold-out spread was unique to each customer based on their shopping history and life story with the brand. Overall results for this catalogue mailing delivered a near 30% uplift in response.

Via EPR Network
More Retail press releases