Hotel Chocolat.
001
Introduction
Client
Hotel Chocolat.
Industry
Retail
Marketing Discipline
Marketing Strategy
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.
001
Introduction
Client
Hotel Chocolat.
Industry
Retail
Marketing Discipline
Marketing Strategy
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.
002
Challenges
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.
002
Challenges
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.
003
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.
003
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.
004
Results
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.
004
Results
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.
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Get in /touch/.
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We have agencies in
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Get in /touch/.
Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
Bath, Birmingham, Brighton, Bournemouth, Bristol, Cambridge, Cardiff, Coventry, Derby, Edinburgh, Glasgow, Leeds, Leicester, Lincoln, London, Manchester, Milton Keynes, Northampton, Norwich, Nottingham, Oxford, Petersborough, Preston, Sheffield, Southampton, Warwick