Case Study: Millie’s Cookies achieves 10x+ CRM ROI with Dotdigital

Millie’s Cookies boosts CRM ROI 10x with dotdigital

Millie's Cookies, a longstanding high street brand, faced the challenge of declining foot traffic and a lack of direct customer relationships. Their business, which had relied on impulse buys in shopping centres, needed to pivot to a digital model. To build an online presence, they partnered with dotdigital to implement a customer relationship management (CRM) program, aiming to create ongoing engagement with customers beyond the point of sale.

The solution involved using dotdigital's platform to launch a simple but effective "free birthday cookie" campaign, which incentivized sign-ups and drove online engagement. This strategy, along with integrated communication channels like email and SMS, helped Millie's build a valuable customer database. The program delivered a remarkable 10x return on investment, with a majority of the online database remaining actively engaged, proving the success of their shift to a digital-first relationship model.

Millie’s Cookies