The situation
Active Safety sold through three routes at once: physical stores, an online shop and a network of B2B sales representatives. The range was broad, from Steel Blue, Blundstone, FXD, 3M and Bollé to nine more labels, and each route to purchase needed something different from marketing.
What I noticed
Safety gear wears out and gets replaced. A customer who is well looked after between purchases comes back, so the customers the business already had deserved as much planning as the ones it was trying to win.
What I did
- Built retention into the plan. I set up email automation and segmentation so existing customers received relevant communications, with retention sitting in the program alongside acquisition.
- Equipped every sales channel. I produced content and collateral for the stores, the online shop and the B2B representative network, so digital campaigns and the in-person experience told the same story.
- Gave fourteen labels distinct roles. Market research and brand-positioning work shaped campaigns across the portfolio, so each brand was presented on its own merits rather than as an interchangeable product.
- Led the function. I managed marketing staff, external agencies and contractors, and owned newsletters, websites, content and sales materials.
What happened
Customer retention improved 20% and online visits grew 45% while I ran the program, the result of email, content, websites and retail marketing working together.
What I’d bring to your team
Retention built into everyday retail execution: the right segment, a useful message and material that helps customer-facing teams sell. It works for any business selling through stores, online and a sales team at the same time.