| Compton & Woodhouse Case Study |
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Client Name Compton & Woodhouse The Organisation Compton & Woodhouse is the UK's largest mail order jewellery company. A long-established company, it has a core audience of older, mass market women. Its business model had been reliant upon repeat purchase with the majority of margin from returning customers. It has traditionally been a large spender on acquisition (£5 million+ per annum), but only in press (mainly weekend supplements), television listings and mass market women's magazines. The Challenge Results had declined as core media vehicles saw a reduction in circulation and readership. mc&c were appointed in December 2008 to review acquisition strategy and generate new growth. The Insight By profiling current buyers and benchmarking against broader market opportunities, three key segments were identified:
Overlaps between buyers from each channel were also identified. Our Solution
What we did Generated new growth for a long-established mail order company
Client View "mc&c buy media very well: they are competitive and have the toughness and skill to deliver to agreed target cost per thousands. However, I almost take that for granted now: the real benefit we get is a relentless pursuit of agreed strategic targets, reviewed and refined weekly, with major director level assessments every quarter ...
... Compton & Woodhouse regard this as a consultative partnership, with mc&c very much operating as an extension of our marketing team." Mark Dugdale |
