Since 1837, Tiffany & Co. has been the world’s premier jeweler and America’s house of design. Tiffany published its first Blue Book catalog in 1845 and this annual presentation contains one of the most extensive collections of couture jewelry on earth. Today, Tiffany’s exquisite designs continue to exude sophistication and elegance in magazines, in films and on the red carpet, worn by luminaries of popular culture like Kate Winslet, Angelina Jolie, Anne Hathaway and countless others.
However, after nearly 175 years of success with catalog mailers and—since the early 2000s—emails, and despite being a digital leader according to the L2 Think Tank ranking, the brand was looking to improve the performance of their direct marketing and clienteling program.
One particular desire from marketing leadership was to find a way to maximize the insights coming from their client database. The marketing department was using a simple segmentation and was eager to refine it. Tiffany knew that they needed a more sophisticated way to look at their business and a better way to extract value from the customer data.
The Tiffany team envisioned a radically more insightful approach. They wanted to utilize predictive analytics and advanced segmentation to improve the performance of their marketing campaigns. But this would require massive data science resources and insight into each customer’s future behavior.
The team turned to Custora’s Customer Analytics Platform for the solution. Custora builds a profile of each user’s attributes and behaviors, and then looks across millions of data points for hidden relationships within different purchasing patterns—using machine learning to anticipate the future behavior of each customer. It was exactly the type of advanced customer analytics approach the team had been looking for to go beyond their four segments to identify the optimal audiences for each and every marketing campaign.
At the outset, the Tiffany team focused on finding applications for predictive analytics in e-commerce. They quickly found opportunities in their email channel. They tested an evergreen churn prevention program that sent messages to customers that were identified by Custora as cooling down, at risk, highly at risk, or lost to the business. They utilized predicted affinity targeting to identify the customers most likely to purchase based on the products being featured in each collection specific email. And they used Custora’s personas to create monthly emails personalized with content based on the product preferences of each persona group.
Based on the impressive results in the email channel, the Tiffany team decided to use insight driven segmentation for their catalog and clienteling initiatives. Tiffany’s database is much larger than the fixed number of catalogs that they print, so they used Custora’s customer lifetime value, persona, and affinity segments to determine the optimal audience for each catalog in order to maximize ROI. Starting in holiday 2016, Store team members are given insights on the lifecycle status, churn risk, collection preferences and department preferences of all platinum customers in order to drive more personalized outreach.
The Tiffany team continues to innovate. They are currently testing into email frequency segmentation in which they are decreasing the number of emails sent to customers who are identified as the least engaged with email. They will also be experimenting with high value customer lookalike prospecting on paid social channels. And they will be using paid channels to target churn, affinity, and persona segment members that have opted out of email.
Tiffany saw a quick positive lift in email channel revenue after implementing the Custora solution. The catalog has seen revenue per recipient increase significantly versus historical performance, the least engaged email subscribers are responding well to fewer email sends, and in-store associates are better prepared to provide outstanding service to platinum customers.