Success Story: Nicholas Jermyn
Understanding Customer Trends From Day One
The One Thing
Nicholas Jermyn was originally a struggling online retailer of high-end men's business shirts. The business had recently been sold to new owners, who realised that what the company needed most, was to use its own data to identify who best to focus their marketing on.
The One Thing Nicholas Jermyn needed, was to understand who the best customers had been, and find the common traits within their demography, in order to focus their efforts attracting like-minded customers in the future.
30% OF SALES CAME FROM OUTSIDE THE MAIN CITIES
There were some interesting insights that stood out of the Delft discoveries, ones that the Nicholas Jermyn team had not expected to see.
The first big discovery was that over 1⁄3 of all sales happened outside of those living in big cities. This went against the hunch, that almost all products were purchased in major centres.
47% OF SALES WERE FROM WOMEN
Another surprising discovery; rather than being heavily male-skewed, the most valuable online customers turned out to be split very evenly between males and females, who shopped on their store online.
CUSTOMERS PURCHASED EVERY 5.3 MONTHS
These discoveries, and others from the Delft team, re-aligned the team at Nicholas Jermyn’s marketing strategy. These insights help them take a giant step to making their marketing more efficient, by pinpointing the exact type of person they were looking to target.
THE LIFE OF A CUSTOMER: 7.4 MONTHS
Once the target market was established, Delft now automatically updates the customised dashboards on daily basis.
Keeping a track on these key demographics will help Nicholas Jermyn stay focussed, and quickly re-align their marketing campaigns, should they begin to stray too far from their high-value target groups.