RedEye and Penhaligon's have been working together for a number of years, using insight to optimise the customer journey.

Penhaligon’s were looking for a supplier that could help them take their digital marketing to the next level, further highlighting their commitment to enhancing the all-important customer journey.

Their key objectives were to drive increased website conversion, improve eCRM and harness the rich data available through insight.

On joining RedEye, a cross-channel Single Customer View database was built for Penhaligon’s. This database joined up many elements of their data, from transactional to online and in-store data, adding for the first time, website behavioural data to the customer record. RedEye used its unique customer identification solution to tie in anonymous browsing behaviour and device data to the relevant customer record creating a far richer customer understanding, driving personalised communications.

RedEye’s dedicated Data Insight team then carried out extensive research into what makes the Penhaligon’s customer tick. This insight was used to drive Penhaligon's Marketing Automation and Conversion Rate Optimisation.

Stemming from the data insight, behavioural emails were a focus, with emails set up and managed by RedEye, ensuring the customer journey from website to email was as seamless as possible, providing an experience that really reflects their premium brand values. With RedEye, Penhaligon’s have achieved a ROI of 776%, showcasing the success of the channel as a whole.

The data insight work was just as crucial to the optimisation of the Penhaligon’s website. A/B Testing was used to test the success of pages such as the product pages, one particular test led to a 16% uplift in revenue.

Website Personalisation was also implemented targeting a new segment identifed by the data insight project, this test led to an uplift in revenue of 46.17%.

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About RedEye:

RedEye is a multi-channel personalisation company that helps our clients deliver the right message, at the right time, to the right customer on the right device. We cut through the hype and buzzwords that surround marketing automation and personalised marketing. We want to help our clients quickly see the maximum value from a solution that could transform their CRM strategy.

RedEye’s family of Contour products are driven by a unique Customer Data Platform that combines all customer data, online and offline, from in-store purchases to last products browsed online and makes this vast depth and breadth of data available to our clients through sophisticated and intuitive tools and interfaces.

We’re hands-on people who’ll spend time with our customers planning their programmes and supporting them through their journey. We’re interested in building long-term relationships, not selling and shipping off.

RedEye has 3 UK offices (London, Milton Keynes and Crewe) and clients include Interflora, Buyagift, Haven Holidays, Monarch and Hotel Chocolat.

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Published on: 4:14PM on 29th September 2016