Delivering a next-generation customer segmentation and messaging solution that’s dressed to impress

Hackett says that right from the initial proposal, Epsilon “achieved absolutely everything it set out to do”. This included exceeding the agreed projected incremental return on digital display advertising.

£500K+

has been driven in new in-store revenue over 9 months

70%

The programme actively reaches 70% of Hackett London’s 65B loyalty programme online.

25%

Customers messaged by Epsilon are over 25% more likely to make a purchase

Background

Premium multi-channel menswear brand, Hackett London, was searching for an effective way to drive sales by engaging with its omnichannel customers. Hackett wanted to achieve this across the multiple personas that shopped its many sub-brands

Challenges

Effectively engaging with Hackett’s omnichannel customers – especially retail store customers who were neglected online.
Improve upon Google’s standard retargeting template and fixed media buys in-line with print through an agency.
Individually target multiple personas who shopped Hackett’s three sub-brands and partnership brands.
Provide a transparent ROI on digital display ad spend.

Solution

Activating all of Hackett’s rich customer data. This included all of the company’s 65B data, as well as all of the data it generated online and in-store.
Using machine learning and automated messaging to identify the most valuable customers from an online and in-store perspective.
Creating next-generation one-to-one personalised messages using digital media.

"To be able to speak to our 65B members (loyalty), with specific campaigns, and for it to be a VIP experience – something no one else is getting – is excellent”

— Charlotte Keating, Digital Marketing Manager at Hackett London.

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