Belstaff, established in 1924 in Stoke-on-Trent, specialises in outerwear with a strong motorcycle heritage. Their customers are fiercely loyal, with some having shopped with the brand for decades. Although their primary focus is menswear, Belstaff also offers womenswear and motorcycle apparel.
Belstaff noticed that their performance wasn't consistent across different countries and wanted to fix this by tailoring their marketing and website strategies to each location. While they knew which products were popular globally, they didn't have a deep understanding of customer behaviour in specific markets.
To get these insights, CRM carried out a thorough analysis of their customer data for each market, aiming to identify customer segments and opportunities for personalisation within each country. The findings from this analysis helped them create a localisation strategy for all their marketing channels, including their website.
Even small tweaks turned out to be effective in boosting engagement and conversion. For example, they found that certain jacket styles were more popular in some countries than others. By changing website images to reflect these regional preferences, Belstaff saw an increase in click-through rates. Similarly, featuring different jackets in welcome emails led to more website traffic from these campaigns.
The true value of CRM is often underestimated, however, making these small changes led to big improvements for the business.
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