NEOM recruits new customers with a 26% higher future spend through its catalogue

Launched in 2005, NEOM Organics offers a range of fragranced products to enhance personal wellbeing. To develop their customer insights and marketing strategy, they chose The Tapestry Agency to be their partner.

Delivering Success

Tapestry built a single customer view to give NEOM a greater understanding of its customers. By applying modelling, segmentation, and analytics, Tapestry provides NEOM with strategic marketing recommendations to guide their marketing channel investment decisions.

While NEOM is traditionally a digital-first business, Tapestry highlighted the value that offline marketing channels play in driving growth. A strategy was developed for NEOM to prove the effectiveness of catalogue mailings in supporting their multi-channel acquisition strategy.

Tapestry built a catalogue mailing plan, testing multiple offers to identify the most effective option, and measuring the incremental value to determine the catalogue's contribution to NEOM's channel mix.

Making a Difference

The catalogue is attracting quality customers that NEOM weren't previously accessing, and it's delivering a wealth of benefits:

• The most profitable acquisition channel: Customers recruited via its catalogue have a 10-40% higher lifetime value than those acquired via its digital channels, and they are worth 26% more in future spend.
• An efficient recruitment channel: New customers are acquired profitably via the catalogue and in line with "cost to acquire a customer" (CAC) and "lifetime value" (LTV) expectations. Those recruited via the catalogue within NEOM's acceptable cost per initial order were profitable on their second order.
• Supporting its routes to market: NEOM continues to scale up its catalogue activity to support this critical recruitment medium that's driving sales across its other channels.

Testimonials