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 customer data with targeted market research has provided real insight. Confirmation of long-held beliefs has been just as useful as the truly new understanding.

The MarketGEM project laid a few ghosts to rest. It enabled us to focus on innovative strategies for business growth and membership satisfaction." ~ Brian Ford, Director of Marketing and Communications, The Chartered Institute of Purchasing & Supply

Client Project

The Consortium is a national procurement and fulfilment business. They serve the Education, Training and Social Care Sectors. The Consortium a leader in the highly competitive school supplies market.

With thousands of customers and products, it’s a complex business balancing sales with profitability.

The Consortium now have a comprehensive sales and marketing solution. Management can see at a glance the performance of the organisation. Marketing is targeted, timely and effective.

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