Janet Rooney, Jon Walton, Sarah Birch, Simon Findlater, Ben Stump, Gary Sharpen.
WHAT IS WONDERFUL ABOUT THIS WORK?
A major step in a new direction: we needed to give Habitat back its mojo. This idea not only re-engaged customers, it re-invigorated the Habitat team. The pack created real excitement, interaction and a sense of fun. We got high-value lapsed customers to fall in love with the brand all over again, and they showed their love by spending nine times more than usual.
To drive traffic and revenue in-store, engage high-value lapsed customers, raise awareness of the Spring/Summer range and improve positioning of Habitat as a style mentor.
STRATEGY AND TARGETING
Through research, we identified four key Habitat customer profiles and life-stages. These were Aspirers, Retreaters, Family Fun and Entertainers. For this DM, we targeted the Family Fun segment, mid-30s to 40s couples with at least two children ranging from 0–15 years.