PROMOTED CONTENT
Incorporating over 650 input variables and monitored monthly, Tapestry uses the growth model to develop ongoing scenarios to ensure Biscuiteers long-term marketing strategy remains robust.
By using the model to understand customer f lows over time for acquisition, retention and lapsing, The Tapestry Agency could then build out campaigns and budgets to deliver the activity needed to achieve the necessary annual growth rates.
Accelerating customer acquisition With business growing so quickly, Biscuiteers needed deeper understanding into which channels were delivering the most valuable customers. The Tapestry Agency is helping Biscuiteers develop its multi-channel acquisition strategy, optimising for growth by ensuring that each month marketing budget is allocated to those channels that are performing.
Tapestry also identified a golden window of opportunity when Biscuiteers first- time customers could be encouraged to buy again and used this critical period to maximise repeat orders and support growth.
Most importantly, Tapestry allowed Biscuiteers to understand its customer acquisition costs. While Biscuiteers had been recruiting customers profitably, Tapestry
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helped accelerate growth by showing them that the business could support a higher acceptable acquisition cost. Extending the break- even point for new customer acquisition significantly increased the pace of growth to support its five-year plan.
With this focus on growth, Tapestry is allowing Biscuiteers to tap into its latent gift recipient segment. Although lack of permission to market directly to this group limits options, Tapestry has helped enhance the marketing materials going into gift boxes to encourage recipients to become customers. It is also driving more informed paid search and social media targeting, delivering more relevant messaging through the better us on anonymised aggregated data from this segment.
Better understanding of the marketing channel incrementality Tapestry set up a “twin-town” test to show the incremental
lift that Pay Per Click (PPC) was delivering. Working with Biscuiteer’s PPC agency, two comparable towns with similar population profiles were identified and selected. For one of these towns, PPC activity was switched off for 45 days, while all other marketing activity continued. Sales between the two towns were then analysed to see how they differed. The result was that Biscuiteers lost 19% of orders in the test areas when PPC was switched off compared to 45 days prior to and following the test. Being able to quantify the impact of PPC in their marketing mix gave Biscuiteers the confidence to increase spend in the channel.
Looking forward, Tapestry is developing plans and budgets for next year to enhance Biscuiteers use of new channels. To deliver the growth needed, Tapestry is evaluating Out-of-Home and TV and support international expansion, especially in the US.
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