Case Study: Michael Hill transforms marketing with Mutinex

Michael Hill grows Brilliance loyalty program 400% with Mutinex

Michael Hill, a jewelry retailer, sought to transform from a promotion-driven business into a respected premium brand. To achieve this, CMO Jo Feeney needed to deeply understand and optimize the performance of all marketing investments, requiring a move beyond traditional retail patterns. The company partnered with the market mix modeling provider Mutinex to gain these actionable insights.

Using Mutinex's platform, Michael Hill was able to analyze the granular performance of its marketing spend and understand the underlying mechanics of customer behavior. A key result was the dramatic 400% growth of its Brilliance loyalty program to over two million members. Mutinex provided the data-driven narratives that enabled the company to make smarter investment decisions and actively build its future.

Michael Hill