JD Williams | Work | Paragon DCX

Background

Founded in 1875, JD Williams is one of the UK’s top ten clothing and footwear digital retailers, sitting within the N Brown Group of brands. Over the 160-year history, JD Williams has consistently served the needs of their loyal customers. This loyalty has remained true as they have throughout their evolution from a catalogue service to a fully digital retailer with over 6 million customers.

DCX was asked to produce a direct mail campaign that would incentivise new customers to apply for a ‘JDW Pay’ credit account. The credit account allows customers to spread the cost of their purchases, paying back the outstanding balance over a period of time to suit their financial needs.

JD Williams wanted to:

• Drive acquisition of new credit customers,
• Acquire new cash customers,
• Test the effectiveness of different creative variants/mailing formats, and
• Test the ability of direct mail to reactivate lapsed credit customers.