Dune revenue rises by £4.4m thanks to personalisation

746
Dune personalisation
// Dune’s incremental revenue has risen by £4.4m over the last 3 years thanks to personalised ads
// Dune said it has been able to “deliver the right message, for the right person, at the right time”

Dune has revealed that over the last three-and-a-half years, its incremental revenue has risen by £4.4 million thanks to personalised advertising.

The British footwear retailer said it has been able to “deliver the right message, for the right person, at the right time” and this has helped it “win new customers and increase customer spend and purchases, driving a 7:1 return on advertising spend”.

Dune’s aim has been to survive the UK high street gloom by offering its customers personalised ads based on advanced data analysis and insights.

“We’ve got four years of live historical data, plus all of the data we imported to the campaign,” Dune head of performance marketing, Mark Blenkinsop said.

“We know our customers and our customers’ buying habits.”

The company undertook this initiative by linking up with personalised digital marketing provider Conversant and implementing a programme that uses “both historical and real-time data to drive customer lifecycle messaging and increased purchased rate”.

Click here to sign up to Retail Gazette‘s free daily email newsletter