Hamilton and Hare (H+H) combine innovative design and premium fabrics to produce some of the very finest luxury underwear and loungewear. With these products having a relatively low purchase frequency, H+H realised that they would have to apply their creative thinking to the challenge of re-engaging customers who may have forgotten about them.
When our customers have lapsed, it becomes increasingly difficult to grab their attention through email and social channels. We thought that sending them Zaps would cut through the noise - we weren’t wrong
With the majority of the customers chosen for this ZAP~POST promotion having not shopped for at least 6 months, H&H chose two compelling offers which were used to split test the group of recipients. Half received a personalised offer code giving them 20% off their next shop, and the other half were given a code worth £20 off their next shop of over £50. The creative also included a number of product recommendations and a QR code to take them directly to the H+H website.
A 5.1% conversion rate was upstaged by a 10x return on investment for H+H. Not bad considering this customer group hadn’t shopped with the brand for at least 6 months, with some individuals not having shopped since 2019!
Thanks to the split test, H+H also now have a clear understanding of which offers resonate with their customers. With this insight and refinement, it looks likely the next H+H ZAP~POST campaign will be even better.
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