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Dune London creates £4.4 million by personalising ads

The Fashion Network covers Dune London and Conversant's work over the past three-and-a-half years, which has culminated in proven return for Dune of £4.4 million.

Shifting to personalised advertising

UK fashion footwear chain Dune London said this week that it's driven a £4.4 million rise in incremental revenue over the last three-and-a-half years by overhauling its marketing and shifting to personalised advertising based on advanced data analysis and insights.

7:1 return on advertising spend

It means it’s been able to “deliver the right message, for the right person, at the right time” and this has helped it “win new customers and increase customer spend and purchases, driving a 7:1 return on advertising spend.”

“We’ve got four years of live historical data, plus all of the data we imported to the campaign,” said the shoe chain’s Head of Performance Marketing, Mark Blenkinsop. “We know our customers and our customers' buying habits.” He said that by using the technology to remember who they are, and stay communicating with them, “over time, you win that person, and you gain market share.”

Read the full story on the Fashion Network

Performance

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£4.4 million Proven incremental return
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7:1 return on ad spend £7 return for every £1 Dune spent
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26,972 display creatives Unique display ads created

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In the news

Cox and Cox achieves £2m revenue boost through personalised ads

Homeware brand Cox and Cox has successfully complemented its catalogue-based business model with personalised display ads to generate an incremental return on ad spend (iROAS) of over £2 million over the last 18 months.

Increasing relevance

The Somerset-based company, founded by BBC television presenter Fiona Cox, acknowledged its previous marketing set up – whereby prospects and customers were treated the same way – lacked relevance and personalisation. To overcome this, it partnered with Conversant and undertook a three month proof of concept to better understand the impact of personalisation.

The goals of the campaign were to create profitable acquisition of new customers, help existing customers make a second purchase by understanding their product affinity and to generate a profitable incremental return across all of Conversant’s activity for Cox and Cox. The results far exceeded the brand’s expectations.

Immediate business impact

“The numbers in the forecast were real, the proof of concept did what it was supposed to, we saw an immediate business impact and it was completely painless to set up,” explains Richard Bell, Cox and Cox’s COO. “All across the board – the results, the account management, the insight, I just thought ‘why haven’t we done this before?”

Over the next 18 months, Cox and Cox and Conversant went on to secure £2,088,462 in incremental revenue, a proportion of which was achieved by generating almost 25,000 new customers. To do this, they created 12,690 unique display creatives, to ensure all ads were personalised to the interests of prospects and existing customers.

Read the full story on Retail Times

Performance

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£2,088,462 Incremental revenue generated
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23,769 New customers
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12,690 Unique display creatives