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Revolutionising customer acquisition and retention strategies in a dynamic market environment

Disciplines covered

Customer Insight • Market Research • Marketing Strategy • Segmentation • SEO • Website Design • Website Development

DAC Group was enlisted by Hotel Chocolat, a premier brand in the UK’s evolving luxury chocolate market, to revolutionise their customer acquisition and retention strategy.

Amidst a competitive landscape intensified by high-end retailers like Waitrose and M&S, the mission was to help Hotel Chocolat adapt and thrive by enhancing their marketing approach.

The Challenge

The luxury chocolate sector has witnessed significant changes, with consumer expectations rising due to the entry of major retail players.

Hotel Chocolat sought DAC Group’s expertise to redefine their strategy in capturing and retaining customers in this dynamic market environment.

Our approach

Recognising the pivotal role of personalisation in today’s marketing landscape, DAC Group formulated a comprehensive omnichannel marketing strategy centred around customer personas. This approach involved:

  • Customer Segmentation Analysis: A thorough examination of existing customers to establish clear segmentations and profiles.
  • Conversion Rate Optimisation (CRO) Strategy: Implementing targeted initiatives for the identified customer segments to enhance relevance, user experience (UX), and overall performance through 14 tailored experiments over two phases. Each customer segment was engaged with customised landing pages featuring bespoke content and products, supported by a paid search strategy segmented by behaviours and demographic factors.
  • Data Visualisation: The development of intuitive customer segment dashboards, integrating all digital data into a singular, accessible platform for strategic decision-making, aimed at optimising campaigns, website UX, and product offerings.


  • Digital Marketing
  • SEO
  • Web Development
  • Strategic Planning
  • Web Design
  • User Experience (UX)
  • Data Analytics
  • Data Science


The strategic overhaul led by DAC Group culminated in remarkable achievements for Hotel Chocolat, particularly during the crucial 2017 Christmas campaign period:

  • A 16% increase in conversion rates for Audience A.
  • A 59% increase in conversion rates for Audience B.
  • A 67% increase in conversion rates for Audience C.

These enhancements in conversion rates, coupled with significant growth in traffic and paid search ROI, propelled Hotel Chocolat to a double-digit revenue increase YOY, affirming the efficacy of DAC Group’s personalised, data-driven approach.

Contact us

If your brand seeks a transformative approach to navigate the complexities of modern marketing landscapes, Pimento and DAC Group are your strategic partners.

To discover how we can elevate your customer acquisition and retention strategies, please reach out to us.

Let’s drive your brand towards unparalleled success together.