Interior lifestyle retailer Rockett St George has seen a 20 per cent rise in sales over one month, helped by a customer insight project to personalise marketing activity. The e-commerce site has partnered with retail Leapfrogg to profile its database, refining communication around social media, email newsletters and catalogues in the run up to the launch of its new Christmas Lookbook.

“Data analysis is helping us to increase acquisition, retention and loyalty,” says Jane Rockett, director at Rockett St George. “Drilling down into areas such as buying decision drivers, values and content consumption allows us to reach customers in a personal way. We’re fine-tuning our services, sending out far less but to the right people. We’ve started to print a catalogue again as research shows our audience wants this.”

Rockett St George curates a monthly ‘hot list’ of things to do and places to see, along with a Spotify playlist. Leapfrogg worked alongside CRM company Rais. The retailer's customer database was cleaned and split into key segments. Each segment was then profiled in detail using a bespoke survey developed by Leapfrogg to fully understand the experience customers wanted at each stage of their buying journey. Findings showed that Rockett St George’s customers browse and shop at very different times, while a large proportion described themselves as creative, which is changing the way merchandise is displayed online.

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