Founded in 1894, Barbour is an English heritage and lifestyle brand renowned for its waterproof outerwear-especially its classic waxed-cotton jacket.
With more than 10,000 jackets ordered and handmade each year, Barbour has held a strong position in the luxury goods industry for more than a century, building a strong relationship with fashion-conscious men and women of the British countryside. In 2000, Barbour broadened its product offering to include a full lifestyle range of everyday clothes and accessories.
Its major markets are the United Kingdom, the United States, and Germany; however, Barbour holds a presence in more than 40 countries worldwide, including Austria, New Zealand, and Japan. Using individualized insights derived with the services and digital marketing capabilities of Teradata Interactive, Barbour ran a one-month campaign that generated 49,700 new leads and 450,000 clicks to its Web site.
The Challenge: Taking Ownership of Customer Relationships
Barbour has experienced outstanding consistent growth within its lifetime, and in August 2013, it launched its first e-commerce site in a bid to gain a stronger online presence. However, being a late starter in the e-commerce world, it was a challenge for Barbour to establish itself in the saturated digital arena. Having previously sold its products only through wholesalers and independent retail resellers, Barbour wanted to take ownership of the end-user relationship, whole customer journey, and perception of the brand. While the brand is iconic and highly respected around the world, Barbour was aware of the importance in establishing direct relationships with its target audience-especially when encouraging users to engage with its new e-commerce platform.
It also understood that it needed to take more control of shaping the customer journey. That way Barbour could create and maintain the same exceptional level of quality in the user experience as that applied to the manufacturing of its products. To do this, the company needed to develop its understanding of its target market's online behavior. With the goal of reaching its target audience in order to build meaningful customer relationships, Barbour approached Teradata.
Barbour's marketing department needed Teradata Interactive to offer a solution that would increase its knowledge of the unique characteristics and needs of its individual customers, as well as support the launch of its new UK e-commerce Web site.
The Solution: Implementing a Lead Nurture Program
The increasing shift to global e-commerce and the growth in digital consumerism require brands to hold a strong online presence. This also means that retailers have to implement strategies that support their customers' evolving wants and needs, online and offline.
Barbour and Teradata Interactive embarked on the design and construction of a Lead Nurture Program that ran over a one-month period. The campaign objective was to not only raise awareness and create demand for immediate sales activity but also to create a more longterm engagement mechanism that would lead to more sales over a sustained period of time. It was clear from
the start that the strong relationship Barbour enjoys with its customers was a crucial factor that set it apart from its luxury retail competitors. Teradata Interactive was keen to ensure this relationship was respected through the lead generation process.

Questions for Case 7.7
1. What does Barbour do? What was the challenge Barbour was facing?
2. What was the proposed analytics solution?
3. What were the results?