Barbour partners Wunderkind for e-commerce push

Barbour has partnered behavioural marketing technology provider Wunderkind to drive its e-commerce revenues.

The heritage fashion brand, established in South Shields in 1894, is best known for its wax jackets, and now trades in over 40 countries worldwide.

The company partnered with Wunderkind in the wake of the Coronavirus pandemic as it looked to shift its e-commerce customer data acquisition campaigns from in-house to an external provider to scale online operations and deliver enhanced customer experience.

The technology partnership has helped Barbour to improve onsite identification so that it can personalise engagement and grow its customer community.

As a result of the tie-up, Barbour was able to organically grow its customer database, which proved especially important as it continued to trade online during the COVID-19 lockdown.

Using a targeted welcome journey, overlays and pop-ups, Barbour increased onsite identification rates by 26 per cent and almost doubled its monthly sign ups.

Barbour also used Wunderkind as its own sales channel, regarding the solution as a contributor to customer lifetime growth of its returning consumer base and channel mix, resulting in an eightfold increase in spend in the last 60 days.

Amy-Lee Cowey, global e-commerce digital manager at Barbour, said: “Acquiring data that is reliable, has lifetime value, and can secure consumer engagement is a challenge for most brands and at Barbour, it was no different - we needed to ensure that the data we were collecting was robust and could stand the test of time.

“To do this, we wanted to give our customers the best possible experience of signing up and being part of our communication journey, and we were confident Wunderkind could do this effectively.”

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