Vivienne Westwood Leads The Way For Tailored Communications At Scale

Today, Vivienne Westwood is one of the last independent global fashion companies in the world. At times thought provoking, this brand is about more than producing clothes and accessories. Westwood continues to capture the imagination and raise awareness of environmental and human rights issues. With a design record spanning over forty years, Vivienne Westwood is now recognized as a global brand. And Westwood herself as one of the most influential fashion designers and activists in the world today.

Vivienne Westwood is now one of the last truly independent fashion houses in the world, with stores in 63 locations. They have a strong presence in the UK, but also with a large Asian market following with 19 store in South Korea and a further 12 in both China and Hong Kong.

Vivienne Westwood’s team has been able to dramatically cut down the costs for their internal design team, as well as the time it takes to create emails. In addition, they now have more data against their customer base than ever before. This includes real-time web browsing, offline store purchase data, and all eCommerce transactions.

Key campaign mechanics, such as open rates, are now upwards of 38% and drive large customer engagement at over 5.8% click-through rate. These figures are a testament to their segmentation strategy and relevance to their customers.

Vivienne Westwood’s team can identify nearly 1 in 3 of all visitors to the website, and as a result, can successfully target customers who are in the market and serve hyper-personalized communications at scale. With a high average order value (AOV) of over £140 per transaction, it’s crucial to ensure that customers have the best experience.

To be able to convert customers, but also have them become repeat advocates, actionable insights are crucial to their long-term strategy. 

ENSURING THEY HAD A PROGRESSIVE CUSTOMER DATA PLATFORM

Vivienne Westwood is a forward-thinking, customer-first business and, as a result, has gone to great lengths to ensure they have a progressive Customer Data Platform to help them serve their customers. They selected Mapp Marketing Cloud as their Customer Data Platform not only because of the technical capabilities, but also the high level of support and expertise at hand to drive their digital communication strategy forward.

Vivienne Westwood understands the importance of their customers and tying up purchases that happen online with offline ones in their stores. As a result, they have implemented Mapp’s partner Eyos (formerly yReceipts) to handle their in-store digital receipts. As a by-product of all transactions getting a digital receipt, Mapp Marketing Cloud receives the important store transactional data and has a direct channel for obtaining customer opt-ins. This helps build the personalization story and tailor marketing communications.

Using Mapp Marketing Cloud to Drive Personalized & Targeted Communications

Vivienne Westwood has a strong business focus on personalized and targeted communications, and as a result, uses all aspects of Mapp Marketing Cloud. This includes our on-site behavioral tool to drive personalized product recommendations, as well as key revenue-driving campaigns such as cart abandonment.

Furthermore, Vivienne Westwood is taking an insight-led approach to their strategic decisions and have, therefore, implemented our Mapp Intelligence solution to drive actionable retail insights and tailor their cross-channel marketing communications accordingly. This aligns the business on KPIs and gives them a detailed analysis of channel performance and builds tailored RFM models against their important customer set.