We needed to persuade people to buy a brand of perfume online, that they hadn’t bought before. Either for themselves or as a Christmas gift. The brand in question, Miller Harris, is a luxury fragrance brand – with a price tag of £95 or more.
We analysed and profiled existing customer data, using psychographic segmentation. We discovered one particular segment that showed great potential for acquisition – we called her Sophisticated Sienna. She loves luxury boutique brands, considers herself an influencer and early adopter.
Working with our digital media partners at Ignition AI, we created a highly targeted, digital advertising campaign. Using dynamic data to find other people who behaved and thought like her and then targeting her with just the right kind of message.
Deployed initially as a test, we proved the case very quickly. Versus a generic control, we increased the conversion rate by 126% and drove 140% in incremental sales. Whilst not all people who purchased turned out to be new customers, 68% of them were.
- Conversion rate
- Incremental sales
- New customers
Miller Harris Perfumer London
We needed to persuade people to buy a brand of perfume online, that they hadn’t bought before. Either for themselves or as a Christmas gift.