Dune London benefits from personalisation

Footwear and accessory retailer Dune London has seen a 64 per cent increase in return on investment per customer after adding personalisation features to its digital offering.

The brand sought a solution that could increase return on advertising spend, paired with exact, targeted communications, and the ability to recognise potential and existing customers wherever they are.

Dune London chose Conversant, whose technology targets real people, not segments or cookies, so that each individual receives messages that are tailored to their specific needs and interests. The new solution has also resulted in a 33 per cent increase in messaged conversion rate year-on-year.

Mark Blenkinsop, Dune London’s digital marketing manager, said: “For us, just because somebody’s looked on our website, it does not mean you should annoy them by only showing ads with that same product – it is not good business practice.

“We are interested in making sure there is no danger of somebody looking at a product and then getting followed around the internet by that same product for three or four days – it’s something that annoys me and we don’t want to damage our brand.

“Post purchase, we can show them a complimentary product like a bag – or build the relationship through brand messaging. If, after a period of time, we find out that this person only ever buys shoes we can use this information to tailor the ads to them. We know what to do because we have the historical data, and all of this is decided automatically, on the fly.”

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