M&S For Business Christmas Hampers Campaign

The Client:

M&S for business is the B2B side of retailers Marks & Spencer. They specialise in gift cards, vouchers and hampers for corporate clients.

The Challenge:

The aim of this campaign was to maximise orders of hampers for corporate clients in the run up to Christmas using a combination of multi-phase email activity and telephony.

The campaign was designed to appeal to both lapsed M&S customers, and new prospect data acquired by Industry.

The Campaign:

Industry wrote two separate initial emails; one to existing customers/managed accounts and one to be sent to the acquired prospect data.

These linked through to a landing page that allowed interested prospects to indicate whether they were likely to spend over £1000 or under £1000 on hampers.

Those who indicated a likely spend of over £1000 were fed directly to M&S’s fulfilment team to follow up with telephony.

Those who indicated a spend of under £1000 were redirected to the M&S for business website, where they could download the M&S Christmas range brochure.

Non-responders were sent a follow-up email one week later.

The Results:

The campaign generated responses from Volvo Group UK Ltd, Virgin Money, Balfour Beatty and LEGO among many others.

In Numbers:

  • Over 240 requests for orders over £1000
  • 16 meetings and call-back requests
  • Over 45 positive replies
  • A total sales pipeline of over £440,000

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