Holland & Barrett | Case Study
Gaining a single customer view across all channels
Summary
Holland and Barrett rebuilt their marketing technology stack to gain a single, connected view of the customer and improve targeting across digital channels. LEAD led the mapping, Selection and implementation process.
Results at-a-glance
13% uplift in digital revenue through improved targeting
23% reduction in marketing technology costs
Single customer view established across all digital channels
Service Area:
Martech Stack Design
Client Snapshot
Holland and Barrett are a UK‑based health‑and‑wellness retailer with more than 1,300 stores across 16 countries.
Challenge
Holland & Barrett’s marketing technology stack had grown organically over time, leaving a bloated set‑up with no single view of the customer.
Solution
We provided the first unified view of technology across the entire business to identify gaps and how to fill them. We continued to help until the technology had been fully onboarded and integrated, enabling H&B to fully support this in-house.
Technology & Data Mapping
We created a series of technology and data maps that explained how the existing vs future marketing platforms linked together. The maps highlighted to all stakeholders where the gaps were and what was needed to fill them and were useful in aligning stakeholders who couldn’t see the bigger picture outside of their department.
Technology Deployment
We worked with H&B to invite stand-out vendors to a DMP pitch process. This process included writing a specialist brief, managing vendor communication and creating an independent scorecard weighted against H&B’s priorities.
Once a winning vendor was selected, we co-ordinated with all parties to take the solution from contract to fully functioning within 3 months. We brought in a specialised Systems Integrator partner that had deep experience with the winning vendor creating a more efficient deployment process.
Outcome
The revamped marketing technology stack provided a single customer view across digital channel, which was used for targeting and enabled a 13% uplift in digital revenue. In addition to that uplift in revenue, the removal of redundant platforms reduced costs by 23%.
13% uplift in digital revenue due to improved targeting capabilities
23% reduction in martech costs
Single Customer View across all digital channels
If you’re planning a refresh of your marketing technology
If you’re reviewing your marketing technology and want a clearer, more efficient set-up, we can help you map the current stack, identify gaps and introduce the right tools. Speak to us about the best approach for your organisation.
Find out how we can help…
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