“It’s getting easier since we replatformed the website. We’re not at the one-to-one stage, but we want to be able to talk to those customers in the way they want to be spoken to, depending on their affinity with the brand and each product range.
“If someone has been to the website, seen all of our beautiful imagery, and been to the store, we were having an issue with how we followed up with them across digital media. Using Google’s standard retargeting template and doing fixed media buys in-line with print through an agency didn’t look great.
“It’s a slippery slope to start positioning our brand like that, with creative that doesn’t match the experience customers expect from us. It’s too easy to forget that you’re serving millions of impressions of these ads as well.
“We have a vast range of categories and products, with three sub-brands and partnership brands. We don’t have one target Hackett customer - we have multiple personas for each brand, and we have to be mindful that it’s not just one brand and one target customer that we’re speaking to.
“Our number one problem was that we couldn’t understand what was happening with the money that we were investing in display. But the number two priority for us was that we wanted to reach more of our retail store customers. They were entirely neglected because we were just retargeting audiences from the eCommerce site.”
“We’re still on target six months later. Honestly, it has been really impressive to see those numbers. It’s generating a really good amount of revenue for us both online and in-store.
“To be able to speak to our 65B members, with specific campaigns, and for it to be a VIP experience - something no one else is getting - is excellent. It’s fantastic to be able to definitively say that these people are getting one message, while a different message is going to the rest of the base.
“It’s been very, very easy to work with Conversant. Everything we need to do, they can just make happen. It also saved us a lot of time - it’s a big bonus for our team.
“I’d recommend Conversant to any eCommerce brand. Being able to reach that many of our customers, to be able to talk to them in different ways, and to provide insights such as how they are using the 65B database to increase customer frequency even further is invaluable to us.”
Being able to reach that many of our customers, to be able to talk to them in different ways, and to provide insights such as how they are using the 65B [loyalty] database to increase customer frequency even further is invaluable to us.”
Founded by Jeremy Hackett over 30 years ago, Hackett is a British success story - a premium menswear brand, with 150 stores in over 30 countries. Hackett stands for the best of British style and is proud to partner with brands who share the same ethos, quality and tradition; examples include British Army Polo, Henley Royal Regatta and Aston Martin.