myLakeland: truly extraordinary growth built on loyalty, data and insight

Client: Lakeland

The Lakeland brand is extremely strong; it is well loved and valued by customers. Looking to improve a very low shopping frequency, Lakeland challenged Go Inspire with developing a loyalty and tailored CRM proposition that would increase frequency and be “truly extraordinary” for Lakeland customers and would reflect the Lakeland brand without driving significant incremental costs.

These pillars were developed from insight gathered from listening to colleagues and customers in a series of focus groups. Customers were encouraged to “Join something truly extraordinary”. Using a combination of Go Inspire’s award-winning loyalty scheme design, build and operation pedigree with highly personalised multichannel communication driven by revolutionary customer loyalty segmentation, the myLakeland loyalty scheme delivered on its promise. A series of multichannel experiences obliterated all targets, building a community of over 420k new customer sign-ups in the first 6 months and delivering: •incremental revenue growth YOY •increased average customer value YOY •increase in active customer base and no of marketable customers YOY •reduction in churn from 75% to 63% YOY