Case study: Penhaligon's

Penhaligon's is one of the few true perfume houses in the world. It retails unique fine fragrances, crystal scent bottles and silver dressing table accessories. Opulence and exclusivity are it s cornerstones.

Influenced by ownership change, Penhaligon’s new owners wished to rapidly grow the business. The imperative was better information and understanding of where growth opportunities exist.

Solution

A Business Opportunity Assessment™ was undertaken to:

• Appraise quality of sales data and resolve identified issues
• Enhance categorisations: Catalogue mailings, Customer classification, Retail outlet sales,  E-commerce sales, Wholesale, Concessions, Mail order, Product categories and classifications
• Analyse customer purchases using the enhanced sales data
• Build customer segmentation by recency, frequency and order value
• Identify key behavioural factors and customer product preferences

The initial findings were demonstrated in an interactive group analysis workshop. Jointly with Penhaligon’s management, the hypotheses were refined to meet their objectives.

Benefits

The Business Opportunity Assessment™ delivered the insights Penhaligon's was seeking:

• Greater insights into business performance
• Enhanced and higher quality data with categorisations to facilitate analysis
• Customer insights that highlighted immediate sales opportunities
• Opportunities for reinvigorating high value, lapsed customers - their favourite fragrance was used as an incentive within the proposition!

Find out more about Penhaligon's