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

Telephone: 01494 871 342

contact@information-drivers.com

Client Feedback

"The fusion of our market research understanding with our customer data has provided real insight.

Confirmation of some long-held beliefs has been just as useful as some of the truly new understanding that has been uncovered.

MarketGEM has also laid a few ghosts to rest enabling us to focus on innovative strategies going forward for generating more business growth and membership satisfaction." ~ Brian Ford, Director of Marketing and Communications, The Chartered Institute of Purchasing & Supply

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Client Project

First National is a personal finance company. They were implementing CRM to support their customers and intermediaries. The CRM provided support for a more effective and cost efficient telesales operation.

This initiative was a major undertaking. Management recognised that CRM performance must managed to redeem the maximum potential benefits.

We designed their data warehouse and assisted with its development. Subsequently consultancy was provided to other business divisions.

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Office location: Chalfont St Giles, Buckinghamshire - serving clients in London, The Midlands and The South of England