Covid Silver Linings
How we helped Michael Hill Jeweller get cosier with its customers during Covid and had a $9.8M Christmas.
In 2020 when COVID-19 hit Michael Hill couldn’t just sit back and wait for in-store purchases to turn into surging online sales. While the world was social distancing, they needed to find a solution as their regulars were isolated in their houses, through anniversaries, birthdays, Christmas – with every kind of sparkly occasion sailing on by.
The Challenge
In August 2019, MHJ had started out on a journey to build the required capabilities for running their CRM and accelerating their customer data capabilities – with no inkling then, that COVID was about to make this work suddenly so pivotal to their survival and success.
Our Approach
Before DBZ started working with MHJ, more than 40% of their shoppers were ‘unidentified’ which was a huge lost opportunity in terms of customer insight – one of the crucial building blocks of successful CRM.
DBZ x MHJ orchestrated a customer-centric pivot that helped bring in a $9.8 million incremental sales lift once upon a pandemic silly season.
Deliverables
CRM Strategy
CDP Implementation
Campaign Management Support