HOBBYCRAFT

Strong Customer Engagement

• NPS 85%

• Community groups in our stores every week

• Vibrant social media community sharing makes & ideas

• BUT

• We can do much more to drive further engagement & sales

• We need to be more personalised and relevant

Hobbycraft Club: Customer engagement

To build a community of highly engaged and loyal Club members, who feel valued and rewarded for their

continued loyalty

Exclusive ValueNews FirstVIP EveningsInput into RangeFree ProductsCompetitions

What customers are interested inWhat customers are buyingDirect FeedbackWho our best customers are

OffersInspirationNews

We Offer Benefits

We Get Data We Personalise We Drive Sales

Store and on-line trafficIncreased conversionIncreased spend

Hobbycraft Club: A Strategic Asset

o Recruitment

o Engagement

o Focus on Best Customers

Hobbycraft Club: Priorities

2 Million club members in 2 years

Recruitment instore & online

Recruitment in-store

Engagement: Swiping their card is key

Engagement : Linked transactions

43% of transactions linked – 57% still to go!

Targeted, relevant email communications

EVERYONE Seasonal updates, news, latest inspiration

PERSONALISED Trigger on lifecycle – Welcome / Lapsed

PERSONALISED Trigger on purchase of key products

PERSONALISED Category news, offers & inspiration

THANK YOU Rewarding our best customers to ensure

they stay ‘Best’

Email segmented by craft type

o Above industry benchmark O/R and CTR o Stores:

o Drives 3% of weekly transactions o Drives 4% of sales per week

o Online:o Drives 9% of traffic o Drives 11% of sales per week

o Stores with the biggest clubs and highest swipe rate achieve up to 5% better LFL sales.

Club Communications Results

Focusing on our Best customers

o Getting to know them bettero Accompanied shopso VIP evenings at local store

o Involve them in shaping “Their Hobbycraft”o Ranging and buying decisionso VIP eveningso Sharing their “makes”o Feedback panels

o Use purchase behaviour to target more Best Customers

VIP evening

Club member demonstrations

Join up!!