Increasing Craghoppers’ ROI by 87% with Personalised Catalogue Printing

Client

Craghoppers

Services

Mail

Sectors

eCommerce

Retail

Craghoppers campaign image showing two people in the countryside walking in outdoor clothing. Part of personalised catalogue printing case study.

Overview

When Craghoppers, a leading outdoor clothing brand, sought to deepen customer engagement through their catalogues, Webmart delivered a cost-effective solution.

By using personalised digital covers tailored to segmented customer data, we achieved an 87% uplift in response rates and a 30% increase in average order value, while also strengthening loyalty among their premium customers.

The Challenge

As a major player in the mail-order space, Craghoppers produces multiple catalogues and brochures annually. With a wealth of customer data at their disposal, they challenged Webmart to find affordable, innovative ways to maximise ROI from their printed marketing.

The objective was clear:

Improve customer engagement through personalised catalogue content.
Increase response rates and boost the average order value.
Strengthen loyalty among high-value premium customers.

The Solution

Working within a guideline budget, we developed a strategy that combined Craghoppers’ customer data with personalised digital print technology:

1. Leveraging Customer Data
We segmented Craghoppers’ premium customers based on purchase history, preferences, and engagement levels. This allowed us to craft tailored messages and imagery that resonated with specific customer groups.

2. Personalised Digital Covers
Using these insights, we designed various catalogue covers featuring scenes and products that matched each segment’s interests. These bespoke covers were applied to Craghoppers’ standard product catalogues and mailed directly to customers.

3. Cost-Effective Implementation
By partnering with a digital print provider, we ensured the personalised covers were produced efficiently and cost-effectively, delivering maximum impact without exceeding the budget.

The Results

This personalised catalogue campaign delivered outstanding results:

87% uplift

In response rates compared to non-personalised catalogues.

30% increase

In average order value, demonstrating the power of tailored messaging.

Enhanced loyalty

Strengthening Craghoppers’ relationship with their most valuable audience.

These results highlight how blending data-driven personalisation with catalogue printing innovation can significantly outperform traditional print methods, delivering higher ROI and deeper customer connections.

Looking Ahead

Innovative approaches like personalised catalogue printing are transforming the way brands engage with customers. If you’re looking to shake things up on your next catalogue print, let’s have a chat about how we can transform your response rates! Find out more about our catalogue printing services here.

What our client said

We’ve noticed a huge increase by personalising the catalogues. We’ve continued to use these catalogues in our campaigns despite having an ecommerce site because we find that our catalogues hang around on the coffee table and people use them over approximately six weeks. We’re really pleased with the project, and we’ll definitely be rolling it out for Autumn/Winter.