Project: Customer data analysis & growth plan

Overview

Founded by Alice Temperley in 2000, Temperley London is a luxury British fashion brand renowned for its beautiful feminine and detailed designs. Since its inception, Temperley London has grown to become a global luxury lifestyle brand creating ‘clothes that memories are made in’ which embody the bohemian and stylish aspects of the British lifestyle. The company currently designs 3 key lines, including their well-known bridal collection, which are stocked at the brand’s stand-alone stores as well as in 300 stores across 37 different countries.

Challenge

Michaela Christine Wolf was tasked with creating a CRM programme to retain existing high potential customers, acquire new customers and use staff training and motivation to enable seamless sales conversions.

Solution

After cleansing & profiling the existing Temperley London customer database Michaela Christine Wolf created a Single Customer View, segmented in customers based on their recency-frequency-value behaviour. A Customer Retention and Acquisition Strategy was subsequently created and executed to target and streamline the company’s marketing communications and CRM activities. This was supported by the development of an integrated staff training and motivation programme to help the staff with acquisition and retention activities. A traffic generation programme was also put in place to support the customer acquisition in online/offline channels.

Project: CRM & 360 degree marketing

Challenge

Temperley London tasked Michaela Christine Wolf with helping them to reach their 2014/2015 growth objectives. The company wanted to take the brand from a small British fashion brand into a international lifestyle brand within a short time frame and with limited budget and resources.

Solution

Michaela Christine Wolf wanted to create a clear and consistent plan of action for the company and its different departments. A 360 degree marketing plan was initially created to provide a visual and united overview of the company and its different departments' activities (current and future). From this a Campaign Plan for the 2nd half of 2015 was created to outline upcoming events, setting responsibilities, activities needed and clear evaluation objectives.

In addition to business plans, CRM database analysis was conducted and a CRM campaign calendar was produced to plan and structure
the e-commerce and retail teams communications for the 2nd half of 2014.