Driving better growth outcomes in retail with data-driven targeting

Client: Lakeland myLAKELAND

Never resting on their laurels; Lakeland and Go Inspire worked in partnership to enhance the segmentation, targeting and data-driven personalisation at the heart of their myLAKELAND member strategy.

Built on the foundations of a unique member segmentation, category and product purchasing modelling, channel relevance and discount optimisation strategies, this new hyper-tailored approach continued to deliver customer satisfaction, profitability, a strong SCR and a healthy ROI. By being more selective on targeting and delivering more relevant, more personalised data-driven content via the right channel for each individual member, Lakeland have delivered fantastic results for a mature loyalty proposition, in a highly competitive market: The results speak for themselves: • 135% Return on Investment • £5.09 Sales to Cost Ratio • 27% EBIT • 2:1 Retention vs non-myLAKELAND members • c.40% of total revenue was incremental revenue from membership at the end of 2023 • 61% of the total member incremental comes from the tailored Offer and Offerlogues • 13% Response Rate