The clothing brand has outsourced its database management for the first time, hiring digital marketing agency Tangent Labs to deliver an online CRM strategy. The initial brief is to capture data through various channels to grow and enrich a global list.
The British clothing brand will use data from in-store customer cards, its web sites and competition data to develop a measurable email campaign. The aims are to drive footfall to its stores and e-commerce site, improve online experience and drive sales. Future plans include personalised email, mobile messaging and digital print.
The strategy involves making better use of currently stale data and collecting email for more personalised digital marketing. Tangent Labs identify exactly where users click on emails to create targeted marketing for Ben Sherman’s key audience. Nick Gillet, MD of Tangent Labs, said this will help the clothing brand to hone its offering to proactively target people, raise response rates and ultimately ROI.
Ben Sherman will initially supply email design. The brand also works with Cimex for site technology and Dry for creative. Littlewoods has managed the back end work for its UK e-commerce site since February.
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