Case Study: The Royal Mint boosts repeat purchases and customer engagement with RWS Welcome Journey

A Warm Welcome from The Royal Mint

The Royal Mint, the UK’s long-standing coin manufacturer and leading global exporter, faced a marketing challenge: while major national events in 2012 presented an opportunity to attract new customers, its communications were product-led and relied on hard sells. To convert one-off buyers into lifelong collectors and improve retention, the Mint needed a more sophisticated, personalized, multichannel customer experience that respected individual preferences and purchase history.

SDL implemented a “Welcome Journey” — an automated, trigger-driven program of emails, direct mail, landing pages and calls tied to a unified data warehouse and Intelligent Marketing Suite. Tailored second-, third- and lapse-prevention journeys, dynamic offers (like time‑bound vault codes), and channel-preference rules drove timely outreach. The campaign paid for itself in direct response, lifted customer retention (from 16% toward 19%), boosted acquisition and repurchase rates, and strengthened the brand through more relevant, higher‑ROI communications.

The Royal Mint

Richard Parfitt

Insight Manager