Boden,

[ THE STORY UNFOLDS INSIDE ]

AND!THE!REST!WAS!HISTORYIT!ALL!STARTED!WITH!A!CLICK

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Campaign Objectives

• The main objective was to create a catalogue which no-one else has done before and would set Boden apart from the competition.

• To measure the success of the campaign, Boden wanted to...

• Achieve a minimum of 2% uplift in response rates• Increase ROI• Drive customers to the Boden website and online competition

Personalised Front Covers

• Over 12,000 unique variations of first name

• “It all started…” with either a…

• Website visit –“a click”

• Shop visit – “ in the changing room”

• Call to the call centre – “with a call”

• A conspicuous display of unashamed affection, front and centre - Johnnie loves the ‘customer’

• One of three targeted promotional discounts based on customer life cycle

Reverse Cover - ‘Personal Shopper’ • Over 2 million combinations of

potential product recommendations

• Top 3 products most likely to appeal to the customer based on a statistical analysis of their transaction and web browse history

Inside Flap - ‘Love Stories’• 3 different versions for ‘Best

Buyers’, ‘Single Buyers’ and ‘Lapsed Buyers’

• Multiple levels of variation based on customer life cycle and purchase information

Personalised Email• Follow up email to reinforce

personalised campaign

• Highly targeted product recommendations which all click through to relevant product pages online

• Link to competition

What Happened Next?Competition Entries

• Over 3,000 customer competition entries, each completing fun data capture regarding their thoughts of the Boden brand along with pros and cons about Johnnie Boden!

What Happened Next?Facebook Activity

• Over 250 facebook postings and over 1,000 comments

What Happened Next?Customer Feedback

• Lots of unprompted customer feedback to our call centre… most of it positive!

Dearest Johnnie,

Once again, I am overwhelmed by the thoughtful words and imaginative sartorial suggestions in your latest catalogue. Yes indeed, we have enjoyed a wonderful relationship, although from a distance and somewhat intermittent....

Au revoir, mon cherie.

Sheilagh xxxxx

Dear Johnnie, not an enquiry - just to say that the personalised brochure you sent me is the best piece of direct mail I have seen. (I work in fundraising so I’ve seen a lot!!) My first reaction was ‘Wow’ and I am still going ‘wow’. And after a long hard day it was such a fund thing to find on my table. So just to prove I still love you, I am working my way through the brochure and will order from you.

Lots of love Norma x

Boden met Howard Hunt Group

Results

• Versus the controlled generic image cover we saw a 30% uplift in response

• By integrating the campaign across multiple channels, the target email generated a further 12% uplift in click trough rates

• The whole campaign generate a significant increase in ROI

• Boden received over 3,000 competition entries, over 250 facebook and community posts









Project “Love Story”





WINNER

Documents

Boden,