Shop Direct and Celebrus win Marketing Week Engage Award.
Category: Data-driven marketing
The judges were impressed by the 'outstanding return on investment' produced in a short time.
Shop Direct, the owner of brands including Littlewoods, Choice and Empire, wanted to gather almost real-time customer data so it could communicate with people on a one-to-one basis based on their current motivations rather than on previous buying patterns. It used real-time browsing history and targeting models to trigger personalized email contact.
People were targeted via their preferred contact channel if they had abandoned their online shopping baskets.
