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Multichannel retailer Boden wins Loyalty Award
10
Jun '11
Boden, the multichannel retailer of apparel and accessories, emerged victorious as the CRM/Loylty category winner of Marketing Week's second Engage Awards. Announced at a glittering ceremony at the Grosvernor House Hotel in London, members of the Boden team were delighted by the recognition by judges and peers for their innovative CRM efforts.

The award-winning "Love Story" campaign featured personalised mailing, addressed to a customer's first name with a J Loves logo at the front. A fold-out spread was completely unique to each customer based on their shopping history and life story with the brand.

The back of the catalogue featured further personalisation, with product recommendations based on analytics. These were further complemented by personal emails with further recommendations and additional integrated material.

Overall results for the catalogue mailing delivered a near 30% uplift in response. Engage Award's judges were impressed, commenting "A great example of marketing with a personal touch." Praising the quality and relevance of personalisation they added, "Strong customisation made it highly engaging and drove strong results".

Boden's campaign fought off strong competition in the face of O2's Priority campaign and Innocent Drinks' Innocent AGM to claim the Winner's award. Further shortlisted entries came from Coca-Cola, Cravendale, Fiat, M&S and More Than amongst others.

Now in its second year, Marketing Week's Engage Awards received even more entries than last year, which were judged by judged by a host of well know industry professionals including Mark Choueke, Editor of Marketing Week, Will Abbott, Marketing and Communications Director, Freesat, Lauren Branston Director, Public Affairs & Communications, Coca Cola, Craig Inglis Director, Marketing John Lewis, Richard Reed CEO Innocent Drinks and Phil Rumbol Founding Partner 101.

When he could not find what he wanted in the Johnnie Boden started a clothing business. Boden's grown in leaps and bounds since the first range took shape on Johnnie's kitchen table back in 1991. The company is now turning over GBP200 million a year and employing 800 staff. More than 200 womenswear styles are on offer, as well as extensive ranges of menswear, babywear, girls' dresses and boys' clothes. Boden launched operations in America in 2002, Germany in 2007 and Austria in September 2009.

Boden

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Courtesy: India ITME

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