Retail Case Study
Cotswold Co.

22nd August 2024

As an extension of The Cotswold Co.’s in-house marketing team, XCM provided an improved focus on targeted content by enhancing the customer journey framework. CoFounder and Director, James Birtwhistle said: “We’ve accelerated our customer engagement strategy more in 12 months than I’d ever thought possible”.

By harnessing the power of XCM’s bespoke Customer Data Platform, HORIZON, and complementary analytical suite, optimum trigger points, journey length and product combinations were determined. Resulting in targeted and personalised content inside The Cotswold Co. communications.

Challenge

Quote

“XCM have delivered the rare blend of commercial acumen needed in retail and CRM best practice you’d expect from an authority in this space.

As an extension of the in house Marketing Team, we’ve accelerated our customer engagement strategy more in 12 months than I’d ever thought possible”.

James Birtwhistle CoFounder, Director

  • The need to establish a complete and ‘closed loop’ customer journey framework that enabled fast business reaction to fundamental customer lifecycle stages.
  • To realise a substantial increase in the revenues generated via the existing Marketing communications outputs.
  • To facilitate the need for more engaging, dynamic and personsalised customer communication content.
  • To support and empower the internal Marketing team at The Cotswold Co. and to work with them collaboratively to become more self sufficient.

Solution

  • Via our Marketing Communications Gap Analysis, we identified eight critical customer journey streams that could be deployed to not only generate additional revenue, but also to improve conversion, retention and relevance.
  • We also targeted specific customer segments which were previously missing from the overall lifecycle communications strategy.
  • Our analytical modelling also supported the existing customer communications, with efficiencies made to strike the right balance between continued customer engagement and increased revenue generation.
  • Utilising the power of our HORIZON Customer Data Platform and accompanying analytical suite, our analysis team determined the optimum trigger points, journey length and product combinations for each communication.
  • Our CRM team then worked collaboratively with The Cotswold Co. Marketing team to build, execute and deploy the enhanced customer journey framework.

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