Fractional Leadership & Digital Growth Strategy For Luxury Fragrance Brand, Penhaligons

Fractional Leadership & Digital Growth Strategy For Luxury Fragrance Brand, Penhaligons

Siân from The Fifth Mark has a wealth of knowledge and experience in digital. Working with Siân was a pleasure, her working style is very collaborative and upbeat, ensuring she takes people along the journey, with a clear explanation of why and is very approachable. It was great working with her on a digital growth project and hope to work together again.

Mei Wilson, Digital Marketing Manager

Meet Penhaligons

Part of global beauty giant Puig, Penhaligons specialises in uniquely British luxury fragrances of distinction, sold through their 50+ global stores and international DTC eCommerce website.

Our Partnership In Growth

The brief was to accelerate Penhaligons’ global eCommerce Growth through the creation and implementation of a Digital Growth Strategy supported by interim digital team leadership.

Following a thorough Discovery period, the digital business performance was analysed to give a clear view of key metrics and the historic growth model. Upon this analysis, a revised growth model was defined and supported with a detailed financial model and forecast to clarify the growth ambition.

Once the ambition was clear, an integrated Digital Growth Strategy across Paid Social, Paid Search, Influencer Marketing, CRM and CRO was defined to address key growth opportunities.

Firstly, the always-on digital marketing approach was reviewed and enhancements were made to improve the efficiency of Paid Search, Paid Social and Email.

Following a customer journey analysis, opportunities in both CRM and the onsite experience were identified. A ten-step automated CRM programme was then designed and implemented to nurture customers between key purchase moments, improving overall LTV and re-purchase rate.

A new website navigation was designed and implemented to support the self-selection process which is often challenging when buying fragrances online.

The campaign planning process was also reviewed with input from both the Digital and Marketing teams to create a more integrated approach to campaign planning, to improve overall campaign performance.

With the strategy set, a revised team structure was proposed and support was given to define, recruit and onboard the right talent to grow the eCommerce business and drive forward the Digital Strategy.

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