Fashion brand Scotch & Soda, favoured by the likes of Eddie Redmayne and Justin Timberlake, is hailing a five-fold incremental return on its adspend following a major overhaul in its digital strategy.
The move follows a strategic review, which saw the brand – stocked in 8,000 outlets globally as well as online – implement the Conversant CRM Media solution, which enables one-to-one communications through personalised messages.
The scheme tracks over 120 million online and offline daily purchases, building profiles across more than 7,000 dimensions, enabling personalised conversations with Scotch & Soda’s customers across multiple devices.
In its most recent review, the Scotch & Soda team examined incremental ROI – returns compared to baseline brand performance without advertising. When compared to this group, Scotch & Soda generated sales five times more often when using Conversant’s personalisation technology, while also increasing the lifetime value of customers that it messaged by 23%.
Scotch & Soda media manager Leon Wharton said: “We try to build memory structures in everything we do – everything should be aligned. Conversant allowed us to create individual communication stories on a continuous basis efficiently – right person, right product and right look and feel.”
“Conversant is driving new incremental demand, and I don’t think we serviced that properly before, or that the tools to do that existed previously.”
A major boon for Wharton and his team is the added benefit of seeing how advertising efforts contribute to Scotch & Soda’s overall media mix, as well as learning more about its customers, their buying habits and advertising preferences.
He added: “The audience insights we get are really helpful. Not only are we delivering measurable revenue into the business, but we’re able to better understand our audience and leverage that internally – for example, the data helps us build a case for creative strategies across other media.”
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