Case Study: Finlayson achieves unified customer data and higher profits with Bloomreach Engagement

Finlayson saw 33.72% increase in chance of 2nd order if 1st order was discounted

Finlayson, a historic European textile retailer expanding into e‑commerce, faced fragmented customer data across three sites and lacked analytics to identify high‑value customers, measure online order impact, and optimise communications and discounts. To address this, Finlayson engaged Bloomreach Engagement to centralise data and provide the tooling needed for segmentation, campaign automation and measurement.

Bloomreach Engagement combined Finlayson’s data, integrated Shopify, Google Analytics/AdWords and Facebook ads, set up email templates, cart‑abandonment flows and a free‑shipping banner, and built six RFM segments to target customers. Their discount‑optimisation work proposed reducing the average discount by 45%, an action estimated to uplift profits by 3.42% (nearly a 2% margin increase); they also found a 33.72% higher chance of a second order when the first was discounted and projected a 16.35% increase in repeat purchases with a 16.24% higher profit on those seconds. Bloomreach Engagement also implemented tracking, A/B testing and team training to sustain and extend these gains.

Finlayson