Growing with the customers who already chose M&S
M&S already had plenty of loyal, high-value customers. The goal was to get them buying more often and across more categories, without blanket discounts that give back the margin you just earned.
"How do we grow with the customers who already love us?"
Four steps. One repeatable engine
Find where the value sits
We segmented VIP customers by lifecycle stage, favourite categories, and how recently they bought, so we could see who was about to lapse, who could cross into a new category, and who was ready for more.
Build the scenarios
11 personalized lifecycle scenarios in Bloomreach. Tailored product recommendations, category-specific incentives, reactivation offers, delivered over email and push, timed to each customer instead of one calendar for everyone.
Test it honestly
Every scenario ran against a control group. So the uplift we report is what the campaigns actually caused, measured cleanly against customers who saw none of it.
Track, cut, scale
We tracked engagement, conversions, and revenue, cut the scenarios that didn't perform, and scaled the ones that did.
How many of your website visitors leave without a trace?
We'll help you turn them into conversations, and conversations into contracts.