Case Study: The National Gallery achieves data-driven customer insights and targeted email campaigns with RedEye

The National Gallery gains an understanding of customer segments through data analysis

The National Gallery, whose shop serves visitors across the UK and over 80 countries, engaged RedEye as part of a marketing automation initiative to gain a much better understanding of its online customers and email database. With limited insight into customer behaviour, The National Gallery challenged RedEye (first of a three‑tier project) to analyse data collected from the shop, website and third‑party sources so future email strategy could be more effectively defined and tailored.

RedEye amalgamated multiple data files into a single customer view and applied recency, frequency and monetary analysis to uncover seasonal purchase patterns, distinguish repeat versus single purchasers, and identify links between channels and average order value. Those insights enabled RedEye and The National Gallery to target email activity to peak periods, develop first/next‑purchase and upsell campaigns, and assign value to individual addresses — providing clear, actionable segmentation to improve future email effectiveness.

The National Gallery

Liz Lang

Head of Digital Trading