BrandAlley identifies £59 million in unrealised revenue through targeted marketing insights
Unlocking targeted e-commerce growth through data-driven audience intelligence
Book your free retail analytics reportThe client
BrandAlley is the UK’s leading ‘flash sale’ premium and luxury e-tailer, offering members exclusive access to top-tier fashion, beauty, and homeware brands.
With over 8 million members, 1,000+ global brands and daily flash sales featuring discounts of up to 80%, BrandAlley has built a thriving platform for style-conscious shoppers seeking designer pieces at exceptional value.
The challenge
As BrandAlley’s membership and brand portfolio continued to expand, the team wanted to enhance the precision and impact of their marketing activity.
With such a broad customer base and category range – spanning fashion, beauty, and homeware – the challenge was to understand which audiences held the greatest opportunity, and which categories and brands resonated most strongly with each.
At the time, campaigns were largely delivered to the full membership base, without the benefit of granular targeting. To their impact, BrandAlley aimed to move towards more personalised, data-driven marketing, leveraging insights into:
- Where the most valuable members were located
- Where the greatest growth potential could be found
- Which brands and product categories would prove most appealing to different customer segments
The solution – revealing the most valuable audiences and categories
BrandAlley partnered with Ikano Insight to deploy the Area Prioritisation Engine (APE) – a geospatial intelligence tool that pinpoints untapped customer value and spend potential.
By integrating BrandAlley’s first-party data with third-party demographic and behavioural datasets, APE provided a clear, data-backed view of:
- The sales and membership performance of each key customer cluster
- The sales and member gap – showing where BrandAlley could unlock further value
- The total potential available within each audience group and region
Beyond APE’s standard predictive insights, we developed a bespoke module designed specifically for multi-category ecommerce enterprises.
Our new recommendation engine surfaces the precise brands and categories to market towards an array of varied consumer segments, enabling BrandAlley to only offer the right products to the right people.
The outcome
6
key customer clusters
59
million GBP untapped sales potential
67
thousand new potential members surfaced
Through APE’s insights, BrandAlley gained a quantifiable view of customer opportunity across the UK:
- £59 million in untapped sales potential across six customer clusters
- 67,000 new potential members surfaced within high value areas
- Particular demographics – such as adults over 45 – highlighted as key growth audiences
- Clear view of market share gaps by neighbourhood types, including opportunities in London Lifestyle and Settled Suburban segments
- Foundation established for a data-driven targeting strategy, enabling future segmentation by product category and brand relevance
These insights now enable BrandAlley to direct marketing investment where it will deliver the highest return – refining messaging, product offers and promotions for each customer type.
Next steps
With a clearer understanding of audience performance and opportunity, BrandAlley is now equipped to:
- Create targeted promotional strategies aligned to segment preferences, regional opportunities, and spend patterns
- Develop category-based campaigns to match brands and products with the right audiences
- Optimise marketing spend and member engagement through evidence-led targeting
- Measure success with precision, ensuring continuous improvement in ROI
With the Area Prioritisation Engine, BrandAlley now has a clear, actionable roadmap to unlock tens of millions in untapped revenue by targeting the right audiences, brands and categories where they will deliver the greatest return.
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