Identifying customers was crucial, so the customer base was analysed and a review of 8 leading segmentation methodologies undertaken to arrive at an RFM (Recency Frequency Monetary) segmentation recommendation as the best fit for MHJ.

To execute their personalisation vision, MHJ needed a new, additional layer of customer insights. To this end, personas were built out for MHJ’s top actionable segments, to understand their relationship with the brand and create relevancy in their customer communications.

Armed with new knowledge about their customer, MHJ could now map purchase occasions around the customer’s life moments and events, forming the basis of a new Customer Lifecycle Marketing framework. The framework formed the foundation for all MHJ’s planned digital customer touchpoints.

To ensure that the newly created framework was successfully executed on, DBZ initially supported MHJ with campaign execution help on the ground, providing a specialist who embedded with the MHJ marketing team over the 9-week lead-up to Christmas 2019, 4-days a week, to train and support them with the technicalities of working with Adobe Campaign.

With early learnings under the belt, the time was ripe to audit the Adobe Data Model and Solution Design – and review the internal process model, from briefing artefacts right through to campaign reporting models.

The process identified that fundamental data points, essential for the automation of campaigns, were missing from the existing Adobe capability. It was also found that a lack of easy campaign performance measurement was leading to poor decision making about where to market next.

The result of the stack remediation was an enhanced Data Model and Data Capability, with a new measurement & test-and-learn framework.

By June 2020, as Australia was experiencing COVID lock downs for the first time, MHJ was well poised for a pivot from in-store marketing to advanced, personalised e-Commerce.

Reaching customers by email had never been so crucial. Dynamic Campaign Templates were developed to serve the key segments of Bridal Prospects, Engagement Prospects, Next Purchase and Win-back. Dynamic areas supported the personalisation that was now possible, with personalised fields for ‘You may also like’ and dynamic footers to name just two.

Phew. Just in time for Christmas.

Every Christmas is peak season for jewellers, and 2020 was one like MHJ had never experienced before. However, despite having locked down customers, they were able to ensure stockings were still lined with Michael Hill jewels, thanks to being able to deliver personalisation  which was rolled out at scale over the festive season.

Their newly built machine meant they could ride the busiest season of the year to its fullest – being suddenly cyber enough for Cyber Monday and friends. Pulling out the stops to blend automation with additional manual processes, DBZ helped MHJ deploy a program of multiple comms per week – reaching 744,000 customers and generating incremental revenue of $9.8M

To complete the data-led transformation, the dots between the customer, their behaviours and the results for the business needed to be connected. DBZ worked with the MHJ team to develop methodologies and processing for measuring campaign outcomes. From a data perspective, detailed customer selection and segmentation were now possible thanks to a single customer view. This in turn paved the way for automated campaign execution, the integration of Google analytics and predictive data modelling.