Jo Malone London: Omnichannel Communications Programme

Jo Malone (JML), a perfume and scented candle brand, created a joined-up, multi-channel campaign across the brand's major touchpoints to increase revenue in the UK.

Campaign details

Agency: The Thread Team

Despite substantial growth over the last decade, too many Jo Malone (JML) customers don't return within 12 months after their first purchase.

If JML could convert a small percentage to make a second purchase at minimal cost, revenue could soar.

Strategy

Through the innovative use of Kitewheel customer journey technology and smart use of customer data, JML delivered a joined-up, cost effective, omnichannel communications programme packed with individualised content delivered in real time.

First up a single customer view was built, meshing disparate sets of sales and customer data across email, web and...

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Insights Team
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