J.Crew targets better insights
Fashion and accessories retailer J.Crew has implemented a new customer insights and machine learning platform
In one recent J.Crew email marketing campaign that targeted a cashmere audience segment, the brand returned double-digit lifts over the “business-as-usual” audience in average order value (AOV), conversion rates, open rates and click rates. The cashmere audience was 10% of the full circulation and drove almost 50% of the total demand.
Like many leading retailers, J.Crew was working with a marketing service provider (MSP) for years, and was not fully leveraging its customer data across physical stores and online interactions.
This incomplete data consistency and quality impacted J.Crew’s ability to maximise their customers’ lifetime value (LTV) across brands.