Boden – Club Canvasse Case Study

Applying Experian shopping data across every marketing channel

Boden, a well established British clothing retailer, had been using traditional marketing channels to reach new customers. Boden’s main objective was to increase customer acquisition in a cost-effective way by expanding their marketing strategy into unexplored digital channels.

Challenge

Experian had supported Boden’s offline catalogue recruitment strategy for years based on providing targeted mailing segments, underpinned by Club
Canvasse, which offers insight into the buying habits of over 17 million individuals in the UK. Having seen the success of these data segments in traditional channels the digital team were keen to understand if they could see comparable success in social media.

This would provide Boden with a new avenue for growth by extending their offline acquisition strategy into the digital world.

Solution

This enabled the team to execute this data offline and online as part of a wider data marketing strategy, enabling true cross-channel marketing.

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