The Client

Bhoumi were a provider of maternity clothing delivering a variety of quality lines through catalogue and ecommerce channels. Working from a start-up in 2007 they developed a customer database through their catalogues and online.

Background

Bhoumi has acquired several hundred email address through a number of sources. In some cases the email data was accompanied by other customer profile data but there was no single source to work from. Bhoumi's ecommerce provider was proving too expensive for additional services and they came to MSI to organise a segmented marketing campaign at a reasonable cost.

The Solution

MSI Commerce would take three different sources of customer data to produce a single databse. Once combined the data would provide a de-duplicated list of customers, some with just an email address and name and others with a full profile including due date.

Using the profiles data the customers were split into 4 segments, one for each trimester and a generic segement where the due date was unknown. Four emails were produced, targetted at the specific segments.

Once sent the emails produced a wealth of data related to opens, click throughs and which links had been used.

The Results

As well as providing a lift in sales from the emails, the data was used to drive further marketing activity. The information was also used to understand people's preferences and develop the next round of email activity.