A British retailer specialising in women's activewear, founded by Tamara and Simon Hill-Norton. It has over 50 boutiques in the United Kingdom, six boutiques in the United States and concessions in department stores Harrods and Bloomingdale's.
Activation
Europe
Asia
Global Merchant Marketplaceincrease in share of wallet
of customers returned to spend further post campaign
Minimum ROI target exceeded
Sweaty Betty was facing their typical retailer challenge of falling sales following the annual summer trading peak.
Keen to turn the tide and continue maximising on the rapid growth seen within the activewear sector during COVID, Sweaty Betty contacted Reward to discuss options for a personalised Card Linked Offer (PCLO) campaign.
Their goal; to drive profitable sales from new and lapsed customer segments.
Through our rich banking relationships, historical data and access to a vast customer base, Sweaty Betty was able to take advantage of innovative targeting capabilities, not available to them through existing performance marketing-based partners enabling them to achieve results far above and beyond their objectives.
Data and targeting
Historical transaction data derived from Reward banking partner programmes enabled the identification and targeting of customers actively spending in the activewear sector but NOT with Sweaty Betty.
Customers who had spent with Sweaty Betty previously but had lapsed to key competitors were targeted.
Offer co-creation
Working with Sweaty Betty, offers were co-created and appropriate incentives to lure customers from their traditional spending behaviour, shifting to purchase from Sweat Betty were agreed all without devaluing the Sweaty Betty brand.
Optimising offer rates to maximise ROI was key - a testing strategy to identify rates best suited to generate a customer response at each point in the buying journey was designed.
Marketing
Offer delivery to the targeted, and closed user group was through a series of marketing campaigns, including fortnightly bank newsletters, banking website and apps where Sweaty Betty was featured as a top offer.
Sweaty Betty was able to access more than 310k target prospects who spent with activewear competitors from the Reward pool.
The targeted campaign drove brand new customer sales and prompted lapsed customers to spend with Sweaty Betty once again.
Not only were customers driven to spend with Sweaty Betty, but they were high-value, big-basket customers.
