JML is a global leader in the development and distribution of innovative consumer products, bringing their offerings to life through compelling video demonstrations. Headquartered in London, JML began as a family-owned business and has grown to partner with distributors in over 50 markets worldwide. With a legacy spanning more than 35 years, JML has established itself as a trusted name in retail, with products stocked in most major retailers across the UK and a thriving online presence. Their top-selling products and highly effective video content drive their success, ensuring their brand resonates across TV, online platforms and in-store experiences.

As a family-owned business with over three decades of history, JML embodies a culture of innovation and trust. Their iconic TV ads and infomercials have been a hallmark of their brand, creating a strong emotional connection with consumers. At the heart of JML is a passionate team of product developers who scour the globe for ingenious ideas and creative solutions. From problem-solving gadgets to time-saving tools, their mission is to make everyday tasks around the home simpler and more enjoyable. This commitment to practical innovation reflects their deep understanding of their customers’ needs and aspirations. 

JML caters to a variety of consumers, including homeowners, families, men, women and pet owners, as JML’s products are designed to make life easier for everyone. However, consumer preferences in the multi-category retail market are evolving, with the modern consumer prioritising convenience, value for money, and variety, with purchasing decisions heavily influenced by online tools, promotional offers and affordability. JML’s ability to deliver on these preferences makes them a go-to choice for those seeking practical solutions that fit seamlessly into their daily lives.

Operating within the highly competitive market for gadgets, home goods, and health products, JML faces challenges from direct-to-consumer brands and major retailers offering similar products at competitive prices or with better brand recognition. As the online retail market continues its recovery and is projected to grow by 20% between 2024 and 2029, competition remains fierce. Furthermore, shifting consumer spending habits in light of the ongoing cost-of-living crisis, demand that multi-category retailers, like JML, offer not only competitive pricing but also compelling loyalty schemes and value-driven propositions. By doubling down on its strengths in innovation, affordability, and customer engagement, JML is well-positioned to maintain their leadership in this dynamic market.

JML faced B2B and B2C challenges that threatened its growth and stability. The collapse of Wilko (a major e-commerce and retail partner and one of JMLs biggest stockists), threatened JML’s distribution and revenue streams. Waning engagement with their digital platform was embodied in declining unique clicks. An unsegmented database of random purchasers was resulting in inefficiencies and questionable relevance. New customer growth was shrinking along with email revenue. 

With key performance metrics heading south, finding a partner to develop an email marketing strategy rooted in customer behaviour, with automations that would revitalise its strategy, re-engage its audience, instigate growth and stabilise the business became JML’s top priority.

StrategiQ’s approach was to level up, ensuring we were delivering the right message at the right time to the right user on the right platform. 

Phase 1 – BAU Consultancy and Email Strategy Support 

The initial phase involved providing monthly consultancy on BAU activities, including email strategy, copy, design and segmentation. This support aimed to enhance customer engagement and drive higher clicks. We also provided support during key periods for JML, backed by weekly and monthly performance reporting to keep the strategy on track. Our approach included:

• Segmentation and Optimisation of the Database – implementing push profiling tactics to gather more detailed information about the audience, enabling targeted communications. 
• Acquisition Strategies – we rebuilt the database by launching new sign-up forms and implementing custom marketing preferences, which optimised acquisition costs and improved audience targeting. 

These efforts laid the foundation for lifecycle behaviour optimisations, where segmentation was layered with profiling data to create engaging campaigns. 

Phase 2 – Automation Building

In the second phase, our goal was to ensure customers were targeted with the right message at the right time. We implemented a series of automations throughout the customer lifecycle including:

• Welcome 
• Post-purchase
• Replenishment
• Re-engagement
• Abandoned cart (further optimised in phase 3)
• Single buyer to multi-buyer

Phase 3 – Fresh Relevance 

Phase 3 involved creating new automations, optimising existing ones and implementing Fresh Relevance Technology, to enable more advanced personalisation of cross-channel experiences. We supported the implementation (undertaken in November 2024 ahead of Black Friday) and ongoing utilisation of Fresh Relevance and DotDigital platforms. 

Our initial focus was:

• Abandoned Cart and Browse Automation
  We optimised the abandoned cart automation to allow in-platform triggers for different journeys based on predefined rules.
  We launched the abandoned browse automation to re-engage users exiting website sessions without checking out or adding to their cart, by promoting price drops and back-in-stock alerts. 
• Product Recommendations
  We created and integrated personalised product recommendations onsite and in emails to maintain control of product visibility whilst helping shoppers to discover products they love. 
• Dynamic Sign Up Forms
  We optimised the existing sign-up form to re-engage subscribers and collect new ones.

Throughout each phase, our strategy was underpinned by rigorous testing and optimisation. By aligning performance with channel-specific targets and leveraging insights from a centralised marketing strategy, we provided actionable consultancy that guided decision-making and ensured sustainable growth for JML.

We optimised by focusing on early wins through enhancing JML’s current activities and uncovering untapped potential. 

• Through in-depth consultancy, we refined JML’s email strategy and segmented the database, enabling us to deliver more personalised and relevant content. 
• Through profiling tactics, we gathered rich data to enable smarter targeting and improved engagement metrics. 
• We also introduced the use of multi-product emails to engage and drive more users to the site. 

These combined activities ensured JML’s email marketing was optimised to drive measurable improvements across key performance indicators.

We accelerated their customer engagement strategy by segmenting the existing database to deliver more targeted campaigns that would increase customer engagement and revenue faster. Being able to tailor communications based on user actions, ensured that emails were more likely to land with timely and relevant messages, yielding greater returns.

By introducing the use of Fresh Relevance (a technology JML had never used before), we were able to create highly personalised cross-channel experiences that transformed JML’s customer journey. This innovation enabled us to launch advanced automation and introduce dynamic product recommendations to enhance the user experience. By aligning cutting-edge technology and strategic insights, we delivered transformative results that positioned JML for long-term success.

“From the moment I engaged with the StrategiQ team, I was thoroughly impressed by their knowledge and passion for CRM. They quickly and seamlessly implemented various automations throughout the customer lifecycle, employing sophisticated data-driven segmentation strategies to drive incremental sales we were not able to capture up until now. Every aspect of their service exceeded my expectations, from strategy and planning to design and implementation; their approach to our unique business model and its CRM challenges was first-class, and the results speak for themselves.”

Kevin Dickens, Group Marketing Director, JML.