The first campaign was centered around the goal of encouraging customers to share more information including their preferred store, birthday, gender and departmental preferences with the view to ensuring that they would receive more relevant communications.

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The primary call-to-action was a link to a dynamic preference center which updates with current data held about a contact and then allows the customer to change these preferences if necessary. Followed by two further calls-to-action including store-specific content, events and gift card options. The second campaign focused on Black Friday in-store offers with a clear secondary messaging asking customers to set their preferences.

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The two campaigns proved an incredible success for Fenwick. So far, this strategy has resulted in 9. Brand Fenwick is an independent group of department stores in the United Kingdom. I wonder if this is a typo. Quote from TJM :.

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