Dormant to Devoted.
Turning Churn into Champions with Behavioural Science + Epic Personalization
How Dr. Martens reactivated dormant fans and smashed targets with a ROI of 345%
The Challenge
Dr. Martens boots are built to last a lifetime and the brand has a highly engaged global customer base.
As part of a wider strategy to create more frequent and relevant purchase occasions, the team identified an opportunity to strengthen how CRM reconnected with existing customers.
Exploring new ways to re-engage this audience presented a significant opportunity to unlock additional value from the existing customer base.
We saw a 365% ROI with the Inlights Winback campaign. This gave us the confidence to scale globally.
Kathleen MacLean
Global Head of Customer Growth
Dr. Martens
The Approach
Behavioural Economics + Personalization
6 Personalized Win Back Campaigns Created • Klaviyo platform • Tested to audiences vs BAU • June to July 2025
What We Created
The Results
345% ROI
We saw a 365% ROI with the Inlights Winback campaign. This gave us the confidence to scale globally.
Kathleen MacLean
Global Head of Customer Growth
Dr. Martens
The Impact
From Experiment to CRM Blueprint
Even iconic brands face churn. By fusing Dr. Martens’ heritage with behavioural personalisation, we turned reactivation into a growth engine.
John Smith
Founder & CEO, inlights
Key Takeaways
🎯 Reconnecting with customers using personalisation unlocks meaningful growth.
🧠 Behavioural science + personalisation drives action.
💰 Reactivation is profitable, not just possible.
Ready to reactivate your dormant customers?
Let's turn your lapsed fans into active buyers with behavioural science + personalization.