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Getting up close and personal to deliver stylish ROI for Harvey Nichols​

The challenge

Understanding customers is important for any brand, but ​for luxury retailer Harvey Nichols, it’s fundamental. Our brief ​was to get closer to every single customer, helping to shine a light ​on who they are, how their motivations could inform the business and, most importantly, help them attract and retain shoppers. Not to mention delivering some attractive ROI along the way.

The approach

To identify loyal customers across the UK and help bring them ​to life, we matched them to our proprietary database and built ​an understanding of their profile, location and value. This helped us identify both the key similarities and differences in the customer base.​

​By taking into consideration the volume, value and variances ​of the segments, we were able to reveal the people behind ​the data. Then, to help shape future customer strategies, ​
we split the base into six distinct and highly detailed personas.​

​The wealth of data that sits behind each customer type includes age, household income, location, spend per visit, share of wallet by brand, number of visits and their percentage of the total spend.​

The results

Armed with these rich insights, we are now working closely with Harvey Nichols to fashion a truly customer-focused comms strategy.

  • 360-degree ​view of Harvey Nichols customers
  • Audience segments defined by ​7 key metrics​

 

Read more about customer centricity for retail brands in our resource: Why consumer-centric retail marketing gets results (and how to do it).

The challenge

Understanding customers is important for any brand, but ​for luxury retailer Harvey Nichols, it’s fundamental. Our brief ​was to get closer to every single customer, helping to shine a light ​on who they are, how their motivations could inform the business and, most importantly, help them attract and retain shoppers. Not to mention delivering some attractive ROI along the way.

The approach

To identify loyal customers across the UK and help bring them ​to life, we matched them to our proprietary database and built ​an understanding of their profile, location and value. This helped us identify both the key similarities and differences in the customer base.​

​By taking into consideration the volume, value and variances ​of the segments, we were able to reveal the people behind ​the data. Then, to help shape future customer strategies, ​
we split the base into six distinct and highly detailed personas.​

​The wealth of data that sits behind each customer type includes age, household income, location, spend per visit, share of wallet by brand, number of visits and their percentage of the total spend.​

The results

Armed with these rich insights, we are now working closely with Harvey Nichols to fashion a truly customer-focused comms strategy.

  • 360-degree ​view of Harvey Nichols customers
  • Audience segments defined by ​7 key metrics​

 

Read more about customer centricity for retail brands in our resource: Why consumer-centric retail marketing gets results (and how to do it).

The challenge

Understanding customers is important for any brand, but ​for luxury retailer Harvey Nichols, it’s fundamental. Our brief ​was to get closer to every single customer, helping to shine a light ​on who they are, how their motivations could inform the business and, most importantly, help them attract and retain shoppers. Not to mention delivering some attractive ROI along the way.

The approach

To identify loyal customers across the UK and help bring them ​to life, we matched them to our proprietary database and built ​an understanding of their profile, location and value. This helped us identify both the key similarities and differences in the customer base.​

​By taking into consideration the volume, value and variances ​of the segments, we were able to reveal the people behind ​the data. Then, to help shape future customer strategies, ​
we split the base into six distinct and highly detailed personas.​

​The wealth of data that sits behind each customer type includes age, household income, location, spend per visit, share of wallet by brand, number of visits and their percentage of the total spend.​

The results

Armed with these rich insights, we are now working closely with Harvey Nichols to fashion a truly customer-focused comms strategy.

  • 360-degree ​view of Harvey Nichols customers
  • Audience segments defined by ​7 key metrics​

 

Read more about customer centricity for retail brands in our resource: Why consumer-centric retail marketing gets results (and how to do it).

Harvey Nichols segmentation project to understand their customers
Harvey Nichols Indicia Worldwide looked at their customer base

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