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How Tapestry helped BAM to drive digital transformation
CASE STUDY
Having been trading successfully for 14 years, selling supersoft and sustainable clothes for active people, BAM’s marketing strategy had always focused on their catalogue. However, aware that consumer habits are changing, BAM wanted to transform how they engaged with their customers by becoming less reliant on offline catalogue-led marketing.
B
AM believed that, as well as delivering improvements on key
business drivers around cost efficiencies and return on investment, this would support their sustainability heritage and commitment to be Impact Positive.
To realise this ambition, BAM appointed data insight and marketing strategy specialists The Tapestry Agency, tasking us with helping to evolve their
business and develop a digitally-focused strategy.
Addressing the challenges to deliver new insights
BAM needed a deeper
understanding of consumer buying decisions and the role each channel played
in the path to purchase. This would give BAM new
insights, helping them to make better, more informed decisions that would positively impact sales.
Before bringing Tapestry on board, BAM had adopted a traditional ‘waterfall’ approach to channel attribution. Based on intuition,
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they ranked each of their channels, with those perceived as the most measurable at the top. The result was a self-fulfilling prophecy. Those ranked highest in the hierarchy – direct mail and email – would always be credited as the most effective sales drivers, while those at the bottom – the digital channels – would continue to be viewed as less effective and less important.
Unfortunately, this approach distorted the true impact of each channel, as it failed to show how channel effectiveness and value changed over time. Discounting the impact of emerging channels reinforced the status quo, preventing BAM from achieving a true multi-channel approach, and resulting in less effective decisions, impacting both marketing and business performance.
Tapestry focused on removing this distortion, introducing an unbiased approach that gauged the value of each of BAM’s channels to drive effective marketing.
We dismantled the channel hierarchy and adopted a matrix approach to analysing and comparing channel impact,
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