UniFida Use Cases
Luxury Clothing Retailer
Client: a luxury clothing manufacturer and retailer
Customer base: 100,000+
Return on investment: Year one ROI from introducing UniFida 200%, subsequent years 600%
The client invited Berry Thompson to work with them to develop a business case for introducing UniFida, in conjunction with our partner technology Fresh Relevance, for website and email personalisation.
Identification of the key business areas where benefits could be obtained
This started by holding a workshop looking at all aspects of the marketing processes, where either activity could be made more effective, or cost savings could be found through efficiencies.
The key areas we identified were:
Estimating the uplift to be obtained from the benefit areas
This was based on the client’s estimates of the level of benefit that could be obtained in each of these areas, combined with staff cost savings from operational efficiencies.
The levels of improvement varied from one benefit area to another, but overall the conservative view of the value uplifts came within the range of 3% to 20%.
These factors were then applied to the current contribution obtained from e.g. email activities, and a benefit value calculated for each area.
The calculation allowed for the fact that year one costs would be higher, and benefits lower, than subsequent years because of the need to configure UniFida and test the changes that were to be introduced.
That said, the year one conservative ROI was 200% and subsequent years 600%, where ROI is calculated as the value of the benefits and time savings, divided by the full cost of the technology.
The client concluded that the benefits of investing in customer data platform and personalisation technology were considerably greater than increasing marketing expenditure by the same amount, and on that basis decided to proceed.