The client: Brooks Brothers
Brooks Brothers is America's oldest clothing retailer; founded in 1818 it has an established reputation for high quality men's and women's wear. It opened its first UK store in Regents Street in 2005.
The challenge
Brooks Brothers wanted to improve the effectiveness of all their marketing activities moving forward, so needed a solution to address a number of marketing challenges including:
- Cleansing their current database of consumer contact details which was out of date
- Finding a system for maintaining the data more effectively once cleansed
- Communicating more efficiently with their client base about their range and promotions
- Improving efficiencies with the production of marketing materials, enabling more targeting of customers whilst reducing print costs
The solution
We recognised that core systems would need to be at the heart of Brooks Brothers marketing efforts so the solutions included:
- Establishing a CRM system which would hold clean data and be continually updated as data was refreshed
- A microsite as a core promotional tool for their range, highlighting latest news, special offers and store information
- Process for customers to submit their details via the microsite, which fed into the CRM
- Creating a range of email templates, targeting communications for specific customer groups and feeding traffic to the microsite
The results
Brooks Brothers were delighted with the improvement the solutions gave them, including:
- Vast improvement to their data and the on-going build of a quality customer base
- The ability to promote offers and key messages to customers who had registered an interest
- A process for logging customer details and maintain a relationship with customers through targeted marketing
- Efficiency savings by using email campaigning instead of printing and postage
- Increasing traffic to the microsite which advertises key promotions and offers so generating sales
The future
Clever Marketing continues to assist Brooks Brothers in developing their targeted marketing plans, whilst maintaining up to date clean data for effective future marketing campaigns.
