When you’re a traditional paper catalog-based business, you can’t simply flip a switch to become digitally-led. It’s a journey. Freemans Grattan Holdings represents eight UK brands focused on selling women’s fashion to a very broad audience. While their history looks quite traditional, today they’re fully embracing their customers’ move to online shopping.
Key to this move is understanding customers’ behavior, being able to intelligently use the data they collect and serving up more timely, more relevant communications. This is just as true for new, existing and lapsed customers. The result? On its automated campaigns, the business is seeing around a 50% uplift in effectiveness.
Watch our interview with Philip Jones to see how Freemans Grattan Holdings is transitioning to becoming a multi-channel marketing operation.