Hackett: Hackett Engagement Programme

Hackett, a British menswear retailer, created a personalised digital gentleman's club to collect customer details from in-store visitors across Europe.

Campaign details

Agency: ICLP

Hackett had great relationships with their customer in store, but no data on them.

Personalised to them, and entirely exclusive, they created a club to learn more about their client's needs.

Strategy

ICLP knew that repeat Hackett customers had a great relationships with the store staff. Store managers even kept little black books with customer's details in them.

However, Hackett knew very little about their consumer overall. ICLP had to find an unobtrusive way of collecting data and enhancing their relationship with the brand.

The team would need to create something truly personal, something they...

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