Increasing incrementality through the power of perfect personalisation

Cox & Cox says Epsilon’s solution performed beyond expectation. The company’s new customer acquisition was now profitable, repeat business had increased and customers were being communicated with on a one-to-one, personalised level.

4:1

Incremental Return On Ad Spend  (IROAS)

£2M+

worth of incremental revenue driven

12K

new-to-file customers influenced

Background

High-growth online homewares retailer Cox & Cox had previously used the same marketing strategy for prospects and customers. The company said their brand had “lacked any level of relevance or personalisation”, other than referring to a customer’s previous visit or purchase history.

Challenges

Improving the size and performance of Cox & Cox’s customer database.
Increasing customer retention and frequency of purchase.
Reducing reliance on customer acquisition.
Driving up the company’s profit margins and growth rate.

Solution

Create a single customer view using Cox & Cox’s transaction data and Epsilon’s network of pseudonymous customer IDs.
Achieve profitable acquisition of new customers.
Deliver personalised digital display media to prospects and customers based on their individual product affinity.
Achieve second purchase by customers by understanding their product affinity.
Generating a profitable incremental return across all of Epsilon’s activity for Cox & Cox.

“We now make positive ROI on customer acquisition thanks to Epsilon, and we’ve seen the difference in the performance of the existing customer work we do. It’s an entirely separate stream now to acquisition – we are talking one-to-one with our customers."

— Richard Bell, CEO at Cox & Cox

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