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    The Client

    M&S Corporate Gifts are the business arm of UK-
    Leading retailer Marks and Spencer and provide
    gifts to businesses in the form of vouchers
    and hampers for their customers or employees.

    In 2017, Marks and Spencer relaunched their brand
    proposition to align with the increasing variety,
    consistent quality and ageless appeal their products
    have for the UK consumer with their ‘Spend it well’

    The challenge

    M&S wanted to focus their energy on winning larger
    more valuable accounts and make a shift from the
    reactive acquisition activity that had been lead by
    their paid search strategy.

    Another challenge the business faced was how to
    translate the sucessfully “Spend it well” consumer
    campaign into one which resonated well with
    business prospects and would work well over the
    peak Christmas period.

    Happy Chap Happy Chap

    The Solution

    Really B2B created a smart segmentation strategy for M&S, involving a behavioural based propensity model for the M&S database, scoring prospects on their statistical likelihood to respond to messaging, click or engage, and ultimately their propensity to convert to a customer.

    This was used to prioritise the database for specific messaging and telemarketing, ultimately resulting in a significant uplift in positive engagement and purchases. The results were an exceptional increase on previous year’s activity, and maximised return on investment for the campaign.

    Target audience

    Business with 500+ employees

    • Automotive
    • Manufacturing
    • Telecoms and broadband
    • Construction
    • Travel and transport
    • Advertising and marketing

    • Sales
    • Marketing
    • Customer service ops

    • HR

    Communication channels

    The Creative

    Campaign Results

    Campaign Results