Case Study: How Thomas Ferguson Irish Linen Increased Their Sales by 106% Through Regional Market Segmentation
+106%
Revenue Growth
+16%
Average Order Value
+80%
Orders Increased
The Challenge
Thomas Ferguson Irish Linen, founded in 1854, has been a leader in luxury linen production for over 170 years. While they mastered craftsmanship, they needed help understanding their customer data and leveraging AI-driven marketing strategies to stay competitive.
They faced two key obstacles:
- Overwhelming amounts of customer data collected over 20+ years.
- The high cost of data analysis without guaranteed results.
- Lack of a clear understanding of customer buying habits and different customer types.
The Discovery
By the Numbers integrated Ferguson’s data onto our platform in just one day, providing 50+ insightful reports. The most important finding? Ferguson had a highly loyal customer base that returned frequently – without any structured marketing efforts.
The Strategy
Instead of focusing on acquiring new customers, Ferguson decided to double down on returning customers, improving their experience and increasing retention. Our strategy included:
- Personalized Email Marketing based on customer buying habits and product collections
- Remarketing with Product-Based Customer Lists
Implementation & Results
Email Marketing
We created region-specific content for three key locations (Dublin, England, and Northern Ireland). This personalized approach led to:
- A 2.04x increase in net sales for repeat customers.
- Stronger brand recognition and customer loyalty.
Remarketing with Product-Based Lists
Using AI segmentation, we categorized repeat customers based on purchase history and launched targeted ad campaigns. This resulted in:
- 30% of customers in target regions becoming repeat buyers.
- Higher engagement and increased order values.