Charles Tyrwhitt in digital shake-up

Charles Tyrwhitt, the clothing business set up by old Etonian Nicholas Wheeler while he was still at university, is bolstering its digital marketing strategy by deploying a personalised campaign system to help increase sales.
The company has implemented the Monetate platform, which will enable it to target different customer segments based on data such as location, weather, previous behaviour, inbound campaigns, device and CRM data.
With online sites in the UK, US, Germany and Australia, Charles Tyrwhitt will use Monetate’s geo-targeting capabilities to target relevant messages by country. It will also have more agility in its testing programme, and be able to run an unlimited number of campaigns per month across key audience segments.
Charles Tyrwhitt says it will be able to get “a holistic understanding of its customers and serve the best experiences to them”. It most recent agency of record was Kitcatt Nohr Digitas, which picked by the DM account in 2011.
“With Monetate, we plan to take our testing programme to a different level, continuing to target our most important customer segments. As a direct marketer, this is inherent to the way we work”, said Jennie Blythe, head of web development and trading at the brand. “The Monetate product really clicked with our digital marketing team. We like that Monetate allows for faster and frequent campaign deployment, allowing business agility.”