Fast growing and iconic UK fashion brand, The Cambridge Satchel Company, has prioritised improving customer retention and has selected Sailthru, the leader in Customer Retention Cloudsm for top global retail and media companies, based on the technology’s track record of success for modern and fast-growing retailers.
Founded in 2008 by Julie Deane as a way to fund her children’s school fees, The Cambridge Satchel Company quickly gained a cult internet following amongst fashion bloggers, becoming a ‘must have’ fashion accessory of many A-list celebrities, including the likes of Taylor Swift. In 2012, the company shot to fame after being featured in a Google Chrome advert and has gone on to open stores in its hometown of Cambridge, Glasgow, London’s Covent Garden and Shorts Garden, as well as beginning distribution to the USA and China.
The Cambridge Satchel Company continues to grow its global customer base and is focused on innovations in both product development and marketing to drive revenue. Joint ventures with famed designer Vivienne Westwood, renowned comic strip illustration, Peanuts by Charles M. Schulz, and rock band The Rolling Stones, are providing more diversity to the company’s product range.
Increasing marketing personalisation and enhancing the overall digital shopping experience to drive customer retention is a key objective for The Cambridge Satchel Company’s Chief Marketing Officer, Mario Muttenthaler, who understands what motivates customers to convert from browsers to buyers, make repeat purchases, increase spend and remain loyal to the brand.
Discussing how The Cambridge Satchel Company is benefitting from Sailthru’s Customer Retention Cloudsm, Muttenthaler comments, “Sailthru enables our team to combine multiple data streams across different communication channels, providing a much more holistic picture of our customers. This insight into customer behaviour enables more specific, personalised targeting of our products. With Sailthru we’re maximising the ongoing growth of our product line by treating every customer as an individual and presenting products that are relevant based on their behaviours across our marketing channels.”
The Cambridge Satchel Company has enjoyed great success through the use of social media channels – Instagram and Twitter being the two most valuable platforms for the brand. Given the continued rise of mobile shopping and the need for retailers to find solutions to increase mobile conversion, Muttenthaler’s future plans include using Sailthru’s technology to create personalised experiences for customers via mobile web interfaces.
Muttenthaler continues, “Sailthru gives us the ability to understand buyer interests through their data collection capabilities and the platform’s predictive analytics are helping us to understand purchase intent. By combining interest and intent we have the unique ability to make product recommendations both in email and on our website that are consistent on an individual customer level. Additionally, measuring intent on an individual basis allows us to respond to buying signals so that we can serve content that inspires and educates to consumers not ready to buy and the right products to customers ready to convert.”
Working with Sailthru, The Cambridge Satchel Company can:
• build deeper, longer-lasting relationships with their customers
• optimise customer lifetime value for every individual buyer
• deliver personalised experiences across all digital channels
• increase marketing efficiency through automation
Neil Lustig, CEO, Sailthru, concludes, “The Cambridge Satchel Company is a brand that recognises the importance of human connections. As local brands grow into global organisations they run the risk of losing touch with their individual buyers. By prioritising customer insights development and cross-channel personalisation The Cambridge Satchel Company has built a foundation for long-term growth.
Smart retailers are moving away from being wholly focused on acquisition as a means for driving solvency as one-time buyers and discounts do not create a sustainable model. Customer retention is emerging as the most critical priority for retailers and we’re proud to partner with organisations such as The Cambridge Satchel Company who are leading the way.”