Customer insight project helps lifestyle retailer Rockett St George achieve 20% sales increase

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Interior lifestyle retailer Rockett St George has seen a 20% rise in sales over one month, helped by an in-depth customer insight project to micro-personalise marketing activity.

The e-commerce site has partnered with retail marketing agency Leapfrogg to profile its database, refining communication around social media, email newsletters and catalogues in the run up to the launch of its new Christmas Lookbook.

Rockett St George is regularly featured in the consumer press. Its customer insight project contributed to a 20% increase in turnover in October compared to the same period last year.

“Data analysis is helping us to increase acquisition, retention and loyalty,” said Jane Rockett, Director at Rockett St George. “Drilling down into areas such as buying decision drivers, values and content consumption allows us to reach customers in a personal way. We’re fine-tuning our services, sending out far less but to the right people. We’ve started to print a catalogue again as research shows our audience wants this.”

Rockett St George curates a monthly ‘hot list’ of things to do and places to see, along with a Spotify playlist.

“We’re very active on social media talking to customers. Many stores sell products, but we add value by creating content to give our brand a personality they can relate to,” Rockett continued.

Leapfrogg worked alongside CRM company Rais. Rockett St George’s customer database was cleaned and split into key segments. Each segment was then profiled in detail using a bespoke survey developed by Leapfrogg to fully understand the experience customers wanted at each stage of their buying journey. Findings showed that Rockett St George’s customers browse and shop at very different times, while a large proportion described themselves as creative, which is changing the way merchandise is displayed online.

“Deep customer insight is the bedrock of premium retailers’ businesses,” said Rosie Freshwater, CEO of Leapfrogg. “Keywords that resonated with Rockett St George’s consumers included quirky, eclectic and family, so its Christmas collection isn’t just a catalogue, but a look book full of creative ideas, recipes and products.”

Leapfrogg’s clients include Dune, Lulu Guinness and Crabtree & Evelyn.