>Founded in 1993, Crew Clothing has become a firm favourite for stylish, British-inspired casual wear, with a nod to heritage sporting and yachting traditions. Crew Clothing partnered with Nest and Wunderkind to increase qualified traffic, drive efficient growth via online channels, and improve the retargeting of their existing customers.>
of total digital revenue driven by Wunderkind
increase in purchases from new customers due to Nest paid media optimisation
growth in triggered email revenue with Wunderkind, compared to previous solution
Ally Bradshaw, Digital and Customer Director, Crew Clothing
Leading British lifestyle brand Crew Clothing were looking to generate the most efficient growth from their online channels. By working together with Nest for their paid social channels and Wunderkind for their first-party data capture and email marketing, they were able to unlock significant traffic growth and improve the retargeting of their existing customers.
In 2022, Crew signed Nest as their partner for paid social. From early on, Nest saw an opportunity to scale new customer growth and raise awareness of the brand to new users. Previously, Crew had been allocating a significant proportion of their paid social spend on targeting at the bottom of the funnel focusing on retention and retargeting. This meant that they weren’t making the best use of paid social for prospecting and were losing out on customer acquisition essential for their growth plans.
Nest shifted budget allocation to find the brand’s next best customers. With efficient media buying and creative strategy, Nest was able to ensure stable revenue and protect the long-term health and sustainable future of the brand, generating 3x more purchases from new customers.
With Crew’s paid social activity now focused on acquisition instead of retargeting and scaled up volume, the retailer was looking to optimise efficiency in their new traffic. This led them to Wunderkind, the market leader at closing the loop at bottom-of-the-funnel. By partnering with Wunderkind, Crew was able to identify a greater proportion of its non-logged-in website traffic, while implementing entrance and exit capture mechanisms to grow its addressable first-party customer database.
By deploying Wunderkind’s Identity Network and on-site behavioural triggers, Crew significantly expanded the reach of their triggered email programme – enabling them to send personalised, 1:1 messages, at increased scale, based on intent signals including category, product and cart abandonment. The result was a 148% increase in revenue generation performance compared to Crew’s previous solution.
