The Thread Team provides personalized omnichannel customer experiences and helps clients unlock incremental revenue. They consult with clients to identify growth opportunities, support digital transformation with bespoke teams, and design customer journeys. Case studies show their work increasing engagement, loyalty, and sales for clients in various industries such as luxury hotels, fashion, restaurants, and automotive.

1. BRIEF CREDENTIALS & CASE STUDIES
2021

2. Hello!

3. “The Thread Team exists because we believe
that great personalised, omnichannel
customer experiences that create shared
value should be the norm not the exception”
Carolyn & Richard, Co-Founders of The Thread Team

4. A Perfect Storm
AFFORDABLE
ADTECH AND
MARTECH
AN EXPLOSION IN
TOUCHPOINTS
RELEVANCE IS AN
EXPECTATION
A SINGLE
JOINED-UP
EXPERIENCE
MANAGED AT
SCALE OVER TIME

5. New opportunities for 1:1 engagement.
1:MANY 1:FEW 1:1
1:SOME
SILOED
One conversation
from the brand to to everyone
across a single channel
DATA-DRIVEN OMNICHANNEL
Micro-targeted programmes
driven by insight from the brand
triggered by individual behaviour
THE AUTOMATION VISION
Personalised consumer experiences that
connect individual preferences with a
Brand’s Products, Services, Content and
Events predicted by data in the moment
MULTI-CHANNEL
Campaign-led communications
from the brand to smaller groups
targeted by Segment and Channel

6. 95%
Likely to be loyal
33%
20%
Likely to buy
more
“The communications I
receive are highly
relevant”
3%
“The communications I
receive are of medium
to low relevance”
Sources; 1. Comms Lifecycle Research UK Telecoms Industry 2. Research into the impact of Customer Journey driven experiences; The Thread Team 2020
Customer Journey
driven experiences
deliver
27%
average uplift in
Consumer Spend
Because relevant omnichannel experiences
drive bottom-line value.

7. Digital Transformation Spend FY18
$1.3 Trillion1
Estimated
$900 Billion
Waste
Source: 1. Digital Transformation is not about technology, Tabrizi, B; Lam, et al in Harvard Business Review, March 13, 2019
But the potential of
technology, digital &
data investment to
make a measurable
difference is being
wasted.

8. The truth is,
there’s no
simple button to
push.

9. It’s very much a journey over time.
Build strong foundations
Experiment and Scale
Differentiation Zone
Zero value zone
Segmented Cross-Channel
Triggered Omnichannel
Real Time, Data-Driven
One to Many One to Some One to Few One to One
Single Channel Campaign

10. Understanding that GOOD might just be
good enough.
GOOD. BETTER. BEST.
Because this is about your business succeeding. Not our ego.
Now, we love a fully-automated, AI-driven real time omnichannel solution but it’s not always the answer. If what you need is a smart,
insight-driven triggered Retention Programme across your owned channels, that’s what we’ll help you to deliver.

11. There are three blockers.
The
Spin
Cycle.
The wasted opportunities
brought about by the fear
of complexity & knowing
where to start stop teams
doing anything.
The
Elephant
in the
Room.
The waste of adtech,
martech and data investment
because no one has a
joined-up plan.
The
Daily
Grind.
The wasted opportunities
on the ground because the
day-to-day simply gets in
the way.

12. So we do three things.
We
Consult.
Our team of experienced
Consultants help leaders to
identify & size opportunities for
growth.
We map existing technology,
data, CX & journey capability
against a defined vision to flag
strengths, weaknesses.
We work with teams to create
measurable plans for change
across defined horizons.
We
Support.
We build bespoke teams to
support digital-first, data-driven
omnichannel journey design,
creative & delivery in your
organisation.
We work with partners to support &
enable AI, Martech & Owned
Media optimisation.
We create Playbooks tailored to
your vision & requirements so that
your team can successfully scale.
Our experts support the
change needed to make
digital-first, data-driven marketing
the new normal.
We create agile Proof of
Concepts that demonstrate
return.
We support Organisational
Design & the development of a
culture of experimentation.
We
Design.

13. YOUR DATA &
INSIGHT
YOUR ADTECH
& MARTECH
STACK
YOUR
PROGRAMS &
MEDIA
YOUR BRAND
& CUSTOMER
EXPERIENCE
YOUR
CULTURE &
OPERATIONS
Together, we’ll help
you to connect with
your customers in
their daily lives by
orchestrating your
capabilities, assets &
teams across silos.

14. DATA & INSIGHT
OWNED, SHARED, EARNED & PAID MEDIA
CULTURE & OPERATIONS
BRAND & CUSTOMER EXPERIENCE
AD, MARTECH & ENTERPRISE STACK
Brand Strategists
Customer Experience Strategists
Communications & Journey Strategists
Content Strategists
Data Strategists
Data Planners
Analysts
Data Visualisation Specialist
Data Scientists
Ad/Mar Tech Specialists
Technical Architects
Developers
Capability Specialists
Programme Management
Project Management
Campaign Managers
Facilitators
Campaign Evaluation Specialist
CX Designers
CX Copywriters
Service Design Specialists
Social Media Specialists
SEO and PPC / Precision Marketing Specialists
Our clients
have access
to support
across the
modern
creative &
marketing
capability
stack.

15. We love to work with
experienced people
we know & trust.
We work hard to make
sure that your team
always reflects
your need.

16. We work with
some amazing
teams & share
insights &
learnings
across
categories.
Automotive
Retail
CPG
Hospitality &
Leisure
F&B
TELCO
Financial
Services

17. £40m+
Everything we do is
measurable.
We’ve unlocked
in incremental revenue
& counting...

18. We’re delivering
results for our
clients that are
recognised by our
peers as best in
class.

19. Let’s share some Case Studies

20. GLOBAL
Problem:
Points-based schemes don’t differentiate
Rewards offer little value outside a core
Dubai-based elite group
Insight:
Recognition, seamless anticipation &
delivery of individual, mission-driven CX
is critical to building loyalty
Context:
Jumeirah own an increasingly global
group of luxury hotels & resorts
Points-based loyalty is the category norm
Recognition is built-in to the guest
experience
Master Brand loyalty is a strategic driver
of value across a global portfolio
Re-Defining Loyalty for the category
OBSERVATION
ETHNOGRAPHIC
RESEARCH
OPERATIONS
CROSS FUNCTIONAL
STAKEHOLDER
ENGAGEMENT
OUTPUT
CX / LOYALTY
SPRINT
Design thinking identified, sized & prioritised pain points &
opportunities across the end-to-end guest journey
A visualised Road Map of the Guest Journey acts as a discussion point
& framework for activity planning
+ +
Copyright: The Thread Team 2021

21. Problem:
How could e-commerce platform data
inform, support & inspire new experiences
& deeper relationships with Céline’s
global base of customers & fans?
Insight:
Seamless omni channel brand
experiences with tiered engagement
across digital & human, brand & retail
touch points were key to success
Context:
Céline is a Paris based luxury fashion
label with a global reach owned by LVMH
BCG Digital Ventures had managed the
integration of an e-commerce engine as
part of a digital transformation process
GLOBAL
OBSERVATION
DISCOVERY
OPERATIONS
CROSS FUNCTIONAL
STAKEHOLDER
ENGAGEMENT
OUTPUT
DATA-DRIVEN
PLAYBOOK
Delivered through
STORE VISITS
INTERVIEWS
CATEGORY REVIEW
Delivered through
INTERVIEWS
WORKING SESSIONS
Delivering:
VISION
KEY DEFINITIONS
ROLE DEFINITIONS
TIERED LIFE CYCLE
MODEL
METRICS &
EVALUATION
Copyright: The Thread Team 2021

22. HONG KONG
Problem:
App Retention is consistently slipping
Only 18% App users redeem offers
Insight:
Consumers use the App EITHER as a
Remote Control; a Store of Value or a
Game with discounted food as a reward
Occasions not coupons drives behaviour
Context:
Eating-out is a way of life in Hong Kong
No-one is >500M from McDonald’s
The McDonald’s App enables
Click & Collect functionality; Delivery +
Access to tailored offers
Omnichannel re-activation
We tested three missions within a single
occasions across behavioural cohort;
channel & week day
Three mission-based re-activation tests:
1. Weekday Breakfast on the go
2. Weekend Family Breakfast
3. Lazy Weekend Breakfast Delivery
RETENTION
>138%
Reactivation Uplift
Vs Control
Copyright: The Thread Team 2021

23. GLOBAL
Problem:
‘Mid-adventurous’ customers are 20% less
likely to be active orderers than the most
valuable ‘Adventurous’ customers. How
can we drive Adventurousness & value?
Insight:
People prefer to stick to a restaurant or a
cuisine they’ve tried before because of the
‘tyranny of choice’ & the risk of getting it
wrong
Context:
Just Eat is a successful food delivery
businesses operating across key markets
As an App based digital proposition Just
Eat has large volumes of transactional &
behavioural data
An agile culture of experimentation is in
place - leveraging Machine Learning
Continuous Experimentation
EXPERIENCE
We created a series of ‘recommenders’ so
that individual variants were delivered based
on the recipient’s favourite cuisine
PERSONALISED
Every part of the communication was
personalised to cuisine, restaurant & location
CREATIVITY
We shared an individual’s favourite food
along with an action inspiring, challenge
message “Could this be your best [PIZZA]
yet?”
AGILITY
We designed & delivered the experiment in 6
weeks across 6 markets (including the UK,
France and Spain)
75%
INCREASE IN
ENGAGEMENT
£1m
INCREMENTAL SALES
(EXPERIMENT)
Copyright: The Thread Team 2021

24. GLOBAL
Problem:
Technology, resource & activity is siloed
across the organisation
The creative process & skill set to support
the vision doesn’t exist
Insight:
Consumer behaviour is driven by
occasion and individual mission
Context:
The Jo Malone London product offer is
broad and complex
Engaged consumers spend more with the
brand. Unengaged consumers present
more head room for growth
The vision to deliver a single brand
experience across touchpoints that
engages more consumers individuality in
the moment exists
Omni channel Journey design & management
We had a clear mandate:
1. TO CONNECT CHANNELS : Focus on
missions - not the channels themselves
2. TO WORK WITH WHAT WE HAVE :
Diplomacy, additive software & a lot of
ingenuity
3. TO DRIVE REVENUE : Engaging more
consumers, nudging to buy - on/offline
We worked collaboratively as an integrated
part of the JML team
7x
INCREASE IN
ENGAGEMENT
£1.1m
UPLIFT IN 1 MARKET
FROM 18 MONTHS OF
EXPERIMENTATION
CUSTOMER CENTRIC JOURNEYS
Create rules that nudge people in
real time
ORCHESTRATING COMPLEXITY
Over 600 product SKU’s
Past transactions
Purchase behaviours
WORKING IN REAL-TIME
Reflecting the LAST thing
consumers did and being relevant
Copyright: The Thread Team 2021

25. Problem:
No effective nurture journeys to drive
conversion
Little usable behavioural insight
Comms failed to build engagement
Customer Engagement was an
afterthought, teams were unskilled
Insight:
Reacting to behaviour & intent drives
higher levels of engagement
Context:
The MINI brand is an icon
Changing deeply ingrained brand
perception & so broadening audience
appeal is critical to its continued success
Omni channel Journey design & management
We built a Customer Engagement team to
complement Brand Comms & Digital
capability
We implemented a 1:1 Strategy for MINI
delivering engaging measurable
behaviour across the customer life cycle
We implemented always-on
experimentation & optimisation to
uncover & act on shifting market needs
£19m
INCREMENTAL SALES
TO DATE
72%
INCREASE IN LEADS
GENERATED
111%
INCREASE IN
AUDIENCE
ENGAGEMENT
Always on omni channel programmes
designed, built & continually optimised in
new Adobe platform
Award winning journeys & campaigns
that tell stories, not pushing irrelevant &
disjointed sales pitches
Efficient cross-function working practices
providing regular key business
information to senior stakeholders
Copyright: The Thread Team 2021
UNITED
KINGDOM

26. Thank you.

27. Contact :
Carolyn@thethreadteam.com
Richard@thethreadteam.com
© The Thread Team 2021. All rights reserved.
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