Case Study: Lulu Guinness: How a Handbag Giant Got a Handle on Customers

lulu case study

See how this retail brand mined insights to delight customers and find new fans.



Brit style icon Lulu Guinness wanted to understand customers better. Specifically, the company needed insights on customer life stages, affluence, and the ties between online and in-store activities.


Using a combination of Acxiom InfoBase and Personicx data, the brand created richer, more accurate profiles of existing customers that revealed previously unknown key characteristics. This in turn made it easier to identify new look-alike prospects.


  • Developed a deeper understanding of the brand’s customer and prospect bases
  • Gained insights to guide marketing strategy and media spend
  • Better able to do insight-led product development and decision-making

Download the case study now.