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