Dune London - Brand Communications Guidelines

DIGITAL MARKETING • CRM

Database Sign-Ups To establish and grow a database all opportunities for sign-ups should be maximised, leveraging every channel available for data capture. A few key examples include: • Ecommerce checkout • Ecommerce pop-up when navigating away from the homepage • E-receipts from purchases made in store • Data captures cards filled out in store or at events Database growth is slow and limited if initiatives and communications aren’t put in place to make customers aware that there is a database they can sign up to, and to incentivize them to do so. Some initiatives that can help drive data capture include: • Loyalty programme incentives (please see below for more details) • Staff incentive schemes in store • Provide added value service in store. E.g. customisation • Free shipping for ecomm purchases • Entry to exclusive events • Access to exclusive promotions or sale previews Loyalty Programmes The Dune Group strongly encourages Franchisees that own a regional Dune London database and ecomm site to adopt a loyalty programme if possible. Key benefits include: • Incentivises and encourages loyalty to maximise customer retention. • Generates a significant revenue streamwhen linked to an ecommerce platform. • Data accumulated enables remarketing tactics which can be very cost-effective. • Supports in store conversion by fostering brand loyalty. The Dune Group CRM team operates a Welcome Programme that ensures customers have a positive and personalised experience when they sign up to the Dune London database. Full details and relevant artwork files for the Welcome Programme are available on Duniverse but please do consult Dune Marketing if you would like further information or to set up a local loyalty programme.

128