Supporting the UK’s home of clever ideas as they grow their digital presence

About the client

JML has been a trusted retail brand for over 35 years, you can find their products in most major retailers up and down the country as well as online. JML’s team of product developers search the globe for great ideas and creative solutions. From problem-solving gadgets to time-saving tools, our products help make everyday tasks, in and around the home, easier.


StrategiQ’s role was to develop their CRM strategy to ensure we increased transparency around customer data and drive a relevant and personalised customer experience throughout the customer lifecycle.

Focus area

  • CRM & Automation


  • Retail


Our goal was to ensure customers were targeted with the right message at the right time. We’ve implemented a series of automations throughout the customer lifecycle including a welcome series, abandoned cart, single buyer to multi-buyer and re-engagement as well as developing segmentation throughout BAU newsletter campaigns. Our segmentation was focused on purchase and behavioural data, ensuring that not everyone received every communication.


Form submissions in the first month of a new pop-up going live

209% uplift

Automation driving a 209% uplift in CTR against BAU campaigns

9.6% CTR

Welcome series driving a CTR of 9.6% CTR


Email conversions up 168% (1st November – 22nd February vs. PoP)


Engaged email sessions up 12% (1st November – 22nd February vs. PoP)

Next project

Fishers Gin. Spreading the ‘Spirit of the Coast’ to new customers

Let's talk strategy
Drag Read Watch