Nisbets
The Mission:
As Nisbets expanded as an omnichannel business, understanding how different customers interacted with its marketing became increasingly important. To measure the value of its catalogue programme, the company reduced the number of catalogues sent each year. However, a one-size-fits-all approach resulted in declining sales and negative campaign ROI.
The business needed a better understanding of customer behaviour, preferences and future value. Following a review of its marketing activity, Nisbets partnered with Euler to develop a more targeted, data-driven approach to customer engagement and improve marketing performance across channels.
Euler's approach centred on helping Nisbets better understand both the current and future value of its customers.
By bringing together data from multiple touchpoints and channels, the team developed a richer view of customer behaviour, enabling marketing decisions to be based on insight rather than assumption.
Building on this foundation, Nisbets was able to move beyond broad, one-size-fits-all campaigns and adopt a more targeted approach. New audience groups, customer personas and tailored communications helped ensure marketing activity was more relevant, more efficient and ultimately, more effective.
How did Euler help Nisbets identify their most valuable customers?
By analysing customer behaviour across multiple channels and touchpoints, Nisbets was able to build a more complete understanding of both current value and future potential.
How was customer segmentation improved?
Rather than relying solely on historical purchasing activity, Nisbets adopted a more sophisticated approach that considered customer behaviours, preferences and likely future spend.
How did personalisation become more effective?
By combining audience insight with customer needs and motivations, Nisbets was able to create more relevant communications for different customer groups.
How did Nisbets improve marketing efficiency?
A better understanding of customer value enabled marketing investment to be focused where it would have the greatest impact, reducing waste and improving campaign performance.
Performance Highlights:
Here's what we achieved through a combination of data, technology and expertise.
A more targeted approach transformed catalogue marketing performance while reducing wasted spend.
Data-driven audience selection and messaging delivered stronger returns from promotional campaigns.
Nisbets reduced ineffective catalogue distribution while maintaining and growing revenue.
Nisbets:
Euler are much more than an infrastructure provider. We’ve greatly benefitted from their strategic guidance and tactical know-how to produce incredibly innovative marketing programmes. They’re a key partner for us.
Nisbets
Mechanica
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