Stylish Things Also Need Data

I am always quick to post about my teaching activities, however, lagging behind when it comes to reporting about collaborations with my clients. Maybe it’s because “CRM is a long-haul game” of improvements, enhancements and upgrades. 

This time is special because collaboration with stylish and successful Buttercups Uniforms goes well beyond formal consulting services. In fact, I feel myself a part of the team that has a true family spirit. 

Buttercups Uniforms is Ireland’s premier supplier of workwear for the professional health, beauty, corporate and hospitality industries. With over 30 years’ experience, the Team prides itself in being on the cutting edge of design trends and customer needs serving over 25,000 customers worldwide.

Together with the Team, we have identified the following improvements in line with the customer-centric vision:

1.DATA

A Data Analyst has been brought in to allow a deeper dive into all the treasure that the company has - its customer data. Many Buttercups Uniforms’ customers are loyal and keep coming back for 10, 15 or even 20 years attracted by the stylish designs, premium quality and above and beyond customer service. 

The focus on such data metrics as Customer Acquisition Costs (CAC), Retention Rate and Customer Lifetime Value (CLV) has allowed Buttercups Uniforms Team to allocate their Marketing Budget in a more efficient manner as well as focus on activities that drive loyalty and replenishment. 

2. TECHNOLOGY 

As for any company founded 35 years ago, Buttercups Uniforms certainly has some potential for optimizing its Technology ecosystem (also known as Marketing Stack).

Currently, the main priority lies in making sure that the Customer Data is always easily available in the form of easy-to-digest Data Dashboards. The next step would be to build segmented and personalized Marketing Automation that enhances successful long-term relationships with the customers.  

3. COMMUNICATION

Adding a modern twist, a visual identity of Buttercups Uniforms has been refreshed - with the new Brand colour palette, new designs for social media and new newsletter templates. 

Automated Marketing communications are planned as the next phase of the project to make sure that the customers are contacted in a relevant and timely manner with personalized information, offers or updates. 

And the cherry on the cake is a new slogan: 

We deliver. In style, with grace - inspired by the relentless care for the customer, fashion-forward styles and the name of the company founder - Grace.

It will be my pleasure to share the results once the project is complete. And in the meantime, thanks to the Buttercups Uniforms Team for being ready to embrace a customer-centric approach and share their interim progress.