Case Study: Lulu Guinness achieves actionable customer insights and smarter targeting with Acxiom (InfoBase & Personicx)

How a Handbag Giant Got a Handle on Customers

Lulu Guinness, the British handbag brand, needed a clearer view of who its customers are and how online and in-store behaviours connect. The company engaged Acxiom to profile and segment its customer base using Acxiom’s InfoBase and Personicx services to better serve existing customers and identify new potential fans.

Acxiom performed a data quality audit, cleansed and deduplicated records (removing nearly 40,000 out-of-date or non‑UK entries), updated addresses and flagged inaccurate emails, then matched customers to InfoBase and Personicx segments and produced heatmaps and top-postcode lists. The resulting insights — including over-indexing among affluent “empty nesters” and preferences for skiing, travel, email contact and price-comparison sites — helped refine media spend and social strategies, push mobile higher on the agenda, and drive insight-led decision making across Lulu Guinness.

Lulu Guinness

Paul Spinks

Managing Director