Furthermore, Lakeland and Go Inspire grouped customers based on their purchase category mix which determined the next commercial objectives and knowing which products will benefit from promotion. This evolved with further refinement and analysis to determine which categories, sub-categories and products directly influence and predict a customer’s frequency, worth and engagement, allowing the team to calculate maximum headroom for each product, determining how far existing customers could be stretched for specific products.
The insight examined by Lakeland and Go Inspire refined targeting within these usage clusters as the team now knew which products would be effectively promoted to specific audiences and which products have the most attractive headroom. This was used alongside a discount and testing strategy that examined how certain discounts were being used and which member was being targeted and when, resulting in identification of the most attractive discounts to customers and maximising the profitability of each offer.
Supplier funding plays a significant role in the production of myLakeland Offer Pack mailings and a series of tests determined the effectiveness of a range of advert sizes and offer combinations. The insights highlighted to supplier advertisers the incremental uplift in revenue and response attributable to the various combinations, which were then turned into case studies used for storytelling and demonstrating the benefits of data.
