Thomas Pink is a leading international luxury shirt brand with flagship stores in London, New York and Paris. In fact they have more than 80 stores around the world. Despite this, they realised that after a customer’s first purchase, there was no ‘thank you’ or ‘welcome’ message or any true CRM marketing activity to encourage engagement and future purchases. In a nutshell, they knew very little about their customers buying habits on a micro level.
We developed a CRM programme that was triggered within a week of a customer’s purchase. It began with a welcome pack simply saying ‘Welcome to Thomas Pink’. The mail packs were highly personalised, based on what customers had bought and encouraged them to consider products in other categories too. A second bespoke trigger mailing was then sent to continue the dialogue between Thomas Pink and its customers.