Space NK apothecary get a marketing makeover with BlueVenn
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Case Study
Space NK apothecary get a
marketing makeover with
BlueVenn
Space NK apothecary retail innovative high-end beauty,
fragrance, skincare and hair care products to customers around
the world. It was looking to take control of its customer data
analysis and improve time to market. Space NK was searching
for a database marketing solution that would enable its
marketing team to take campaigns from concept to action in
24 hours or less, rather than weeks. With BlueVenn’s analytics
and marketing platform, the Space NK team can now combine
multiple sources of customer data and derive reliable insight to
underpin marketing decisions.
©BlueVenn
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Case Study
Space NK: The Background
Space NK Apothecary is an international
supplier of luxury beauty products, with an
extensive online store, 62 stores across the
UK and Ireland and 22 in the US. It
continually adds innovative products,
sourced globally, to its range.
It is not untypical for organizations to
outsource customer data management to
an agency to carry out analysis that
becomes the foundation of marketing
campaigns.
Once every couple of weeks, Space NK
sent data to a third party agency which
would perform deduplication and data
cleansing and then supply management
reports on that data. This included email
selections, brochure selections and
reporting on numbers of new customers.
Joe Pack, Head of CRM at Space NK
identified that this arrangement was not
meeting the needs of the business.
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Case Study
Space NK: Asking Questions of your Data
As Space NK developed more Further frustrations arose with the
sophisticated ambitions for its marketing limited nature of the query process,
function, Pack wanted to get answers constrained by a literal interpretation of
from the analysis in hours rather than the questions asked. When querying
days or weeks. data, inevitably one question leads to
another and another. Working with a
When he or his marketing team had third party agency there is little flexibility
questions about the data, the process for to drill down into the numbers and
getting answers was very rigid. explore the data. In addition, Space NK
encountered reconciliation issues with
For example, they would develop a set of data shared with the agency, and as a
ten questions and send them to the result could not entirely trust the quality
agency, which would then supply a quote and accuracy of the data.
for the cost and length of time it would
take to provide answers to those
questions. In many cases that resulted in
the database marketing team having to Working with a third
reduce the number of questions to fit
budget constraints. A few weeks later, party agency there is
Space NK would receive the answers back
to the number of questions submitted.
little flexibility to drill
This extended turnaround time was down into the numbers
becoming untenable.
and explore the data.
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Case Study
The beauty of Customer Insight
Space NK required a central hub for Space NK turned to BlueVenn to
customer data that would allow the transform its marketing analytics. Pack
insights team to experiment with data had previously worked with BlueVenn, so
analysis. “We needed to report on the key knew what could be achieved; however
metrics that drive the business,” says this didn’t stop him doing his due
Pack. “These include cost per acquisition diligence. “We did evaluate the market for
(CPA), retention rates, spend per a solution, but I came back to BlueVenn. I
customer, lifetime value and trends in had worked successfully with them
orders per customer, average selling before and we did not feel that an SPSS
price and items per order.” solution offered any more than
BlueVenn, even though they have a
As well as more flexibility to derive higher price point.”
analysis and insight from data, Space NK
was looking to create an attribution
model that would allow the company to
source additional external data sources
to enrich the overall view of the
customer. That might include importing
online tracking data from suppliers,
appending it to the order file and then
identifying the true source of an order
(affiliates, PPC, SEO etc.) as new customer
records are added.
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Case Study
The beauty of Customer Insight
He also considered alternatives but felt flexible approach to providing the
that for many suppliers the prime focus necessary support to fill any gaps in my
was on working through agencies: “We knowledge. The resulting implementation
weren’t looking to get into bed with process was very speedy, with the basic
another agency to manage our data for solution up and running in a week and
us. What we were looking for was a final tweaks completed in three weeks.”
direct relationship with the technology
supplier, not least because the ability to
throw data at the back end and play with
it is enormously valuable. It is actually
“The resulting
one of the key benefits of partnering implementation
with BlueVenn.”
process was very
Pack believed he had enough previous speedy, with the basic
experience with the solution to
implement it in-house. “I was quite happy solution up and
to do it all myself so that is the route we
went down. 90% of it went very smoothly
running in a week and
and very well. Ten percent of it turned final tweaks completed
out to be slightly beyond my
capabilities,” says Pack. “At this point we in three weeks.”
turned to the BlueVenn support team
who took a Joe Pack,
Head of CRM, Space NK
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Case Study
Data visibility drives bottom line benefits
Now Space NK has an in-house
marketing analytics solution using
BlueVenn to help it analyze customer
data and build customer knowledge. It
has also enabled the insight team to
create and distribute reports, and use
the campaigner functionality to clean
and deduplicate lists.
“As we have started to
provide useful
Space NK now has much more visibility
of the data processes and is gaining vital analysis the appetite
business insight. As a result of the ability
to analyze data onsite, powered by
of the business for this
BlueVenn, the marketing team has been kind of insight and
able to add 45,000 email addresses back
into its marketing file that it had been
understanding is
inadvertently omitting during mailing snowballing.”
campaigns. This is a high value group of
Joe Pack,
customers so this previously
Head of CRM, Space NK
unachievable action is likely to translate
into significant bottom line benefits.
©BlueVenn
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Case Study
Data visibility drives bottom line benefits
In the months following the He adds, “The attribution model allows us
implementation Space NK have been to make a much more informed decision
busy incorporating extra data sources about where our acquisition spend
into the BlueVenn solution. “We have should go. When a new customer arrives
been pulling in data sources left and at the website, it is possible to say exactly
right. For example, data from our email where they came from and how much it
service provider, data from web analytics cost to acquire them. That allows us to
for the production of the attribution make much better decisions about
model and integrating competition further investment.”
entrants who were held on a different
database,” says Pack.
24 hour Marketing makeover – from concept to action
BlueVenn’s analytics power a hugely
accelerated speed to market, with Space
NK achieving in hours activity that used
to take weeks. Pack says, “If we want to
“BlueVenn is one of
produce a very specific mailing campaign, the best analytical tools
for example sending out sample items to
our best customers who have bought in the market.”
similar things before, in the old way of
Joe Pack, Head of CRM, Space NK
doings things that would have been a
two-week process, to brief the agency,
get the list created and then actually use
it. Now we can turn it around in a day. We
can go from concept to action in 24
hours.”
©BlueVenn
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Case Study
“We are making much more
informed decisions now,
with the value of BlueVenn
reaching right across the
business.”
Joe Pack, Head of CRM, Space NK
©BlueVenn
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Contact Us
Call us now :
UK (+44) 117 943 5800
USA (+1) 617 207-8685
Email us at: BlueVenn UK
marketing@bluevenn.com One Redcliff Street,
Bristol,
BS1 6NP,
United Kingdom
Make an enquiry: Contact us
BlueVenn USA
555 Fayetteville Street
Raleigh
www.bluevenn.com NC 27601
USA
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