By Terry rejuvenates customer experience by using BlueVenn to better understand its customers


BlueVenn, the international Customer Data Platform (CDP) provider, announces today that it has been selected by beauty brand By Terry to enhance and personalise its marketing and user experience. The luxury cosmetic brand will use BlueVenn’s CDP to collate and analyse online and offline customer data across the whole user journey. By doing so, By Terry will provide a more relevant and personalised experience for its customers, recognising their individuality and beauty needs.

When the pandemic emerged, Kantar reports that online beauty sales jumped 100% during the first twelve weeks of lockdown. In line with this rise of E-Commerce, By Terry has enjoyed rapid online growth and customer acquisition over the past twelve months. As the brand continues to grow, it is investing in technology that will enable it to increase brand loyalty and retain its expanding customer base, whilst controlling costs and growing a profitable and effective brand.

By Terry was born with the mission to provide women of all ages and skin tones with bespoke cosmetics. Therefore, effective personalisation across its product and marketing messages is critical. The implementation of BlueVenn’s platform allows the luxury brand to improve its understanding of customer behaviours and demonstrate the effectiveness of its various marketing channels and campaigns.

BlueVenn will replace and expand upon the brand’s email service provider (ESP), driving and automating the core marketing platform and underpinning all business decision-making. The CDP will provide By Terry with a deeper, holistic understanding of its hybrid consumers, giving it insight into how to best develop its marketing strategy and overall business. Performance will be measured through customer email engagement, with the goal to improve By Terry’s marketing ROI. 

Rupert Samuel, head of e-commerce at By Terry, said: “We understand that a personalised and relevant experience is key to customer loyalty. With fewer in store interactions, we have been quick to adapt, offering our customers virtual beauty consultations and enhancing the features of our website. However, we now need to ensure this personalisation is embedded across all touchpoints and channels.

“Using BlueVenn, we can deepen customer loyalty by ensuring our shoppers’ journeys and experiences are tailored to match the quality and relevance of our range of products. The BlueVenn platform is excellently placed to help us achieve this, and having previously seen its value, I am confident that it will help us achieve our marketing and business goals.”

Steve Klin, CEO of BlueVenn, said: “Across the backdrop of dramatic increases in online spending amongst beauty shoppers, it’s more important than ever to unify and analyse customer behaviours. For businesses like By Terry, it is critical to take control of the online experience. With our help, By Terry can unlock customer data to ensure its customers receive a truly personalised and engaging shopping experience, keeping them happy and importantly returning to By Terry.”