Scotch & Soda boosts ROI with personalised ads
today Feb 5, 2019
Scotch & Soda has said a major overhaul in its digital advertising strategy has helped it achieve a five-fold incremental return on ad spend and generate revenue growth.
The premium fashion brand has recently adopted a new digital solution from online marketing firm Conversant to deliver highly personalised marketing messages.
Conversant CRM Media has enabled the brand to transition from one-off ad campaigns to data-driven, one-to-one media, thus engaging customers on a more personal level, it said.
Since using the personalisation technology, the Dutch retailer has seen sales increase by 26% and the lifetime value of customers rise by 23%. Additionally, the brand’s incremental return on ad spend has improved to £5.50 for every £1 invested (5.5:1).
“We try to build memory structures in everything we do – everything should be aligned. Conversant allowed us to create individual communication stories on a continuous basis efficiently - right person, right product and right look and feel for Scotch & Soda,” said Scotch & Soda media manager Leon Wharton.
“The trends that govern the fashion industry mean many advertising campaigns only penetrate consumers’ short-term memory, which means the brand may not be recalled at a later date. Scotch & Soda’s new strategy enables them to cement their place in customer’ long-term memory, as the go-to for premium, stylish clothing and accessories,” added Elliott Clayton, senior vice president of media at Conversant.
To deliver highly personalised conversations, Conversant’s CRM Media solution tracks over 120 million online and offline daily purchases and builds customer profiles across more than 7,000 dimensions.
“Conversant is driving new incremental demand from our mid-funnel, and I don’t think we serviced that properly before, or that the tools to do that existed previously,” Wharton continued.
The solution also provides insights into customers’ buying habits and advertising preferences.
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