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’
campaign.
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.
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.
