Morleys

Morleys Group are one of the UK’s leading independent Department Store chains. With 8 stores across London and the south of England we began working with them in 2016 to help improve the impact of their direct marketing. Each store has a completely unique identity, so essentially the business has the complex task of handling 8 separate brands.

Our Approach
We produced detailed customer profiles for each store to provide Morleys with the foundations upon which to build sophisticated and targeted direct marketing that delivers real results. We have worked with Morleys to create strong visual identities for the store portfolio that can be carried across all marketing – in store point of sale, advertising and direct marketing.

Our innovative customer insight solution Response Works was introduced which enabled detailed analysis of campaign repsonse and customer shopping behaviour. This has meant changes to marketing strategy could be introduced improving ROI through more cost effective media and delivery. We have also designed, delivered and implemented a loyalty scheme for Morleys. Following a highly successful trial in 2 of the stores in 2017 the programme was rolled out across the group in 2018.

The Results

• Database grown from 0 to over 20,000 customers in only 6 months
• Loyalty sales contribute 40% of sales in only 6 months
• Customers spend up to 24% more each time they visit