Chapter 9 Case 1
Since 1851, Moss Bros. has been selling quality menswear to the best-dressed gentlemen of London.
Started in a corner of the Covent Garden area by Moses Moss, the retailer and formal wear rental
business operates more than 130 stores throughout England and Ireland. The company also sells online
in the United Kingdom and the United States. With sales over $150 million ($10 million of which are
online), the firm has come a long way from its humble beginnings. For many years, Moss Bros. has kept
meticulous records of its customers’ preferences, sizes, and past purchases. In 2013, the firm’s ecommerce director Neil Sansom began an 18-month initiative to capitalize on its extensive customer
records to increase sales, in particular, online sales. Sansom called the customer data its “golden
records” and set mining them. Beginning with its most frequent customers, Moss Bros. built profiles and
tracked their transactions to identify what prompted them to make purchases. Then, using that
information, they developed personalized marketing messages and sent them in e-mails that were
carefully timed to appeal to customers at just the right moment. Although the implementation of the
system is in its early stages, the firm has found that the basic promotional message targeting that it can
do at this point has already doubled their rate of success achieved with e-mail promotions. The more the
firm learns about its customers, the more it believes it will be able to turn that new knowledge into
additional sales and it is looking forward to even better results once it extends its analytics to include all
customers.
1. Describe at least two specific examples of the type of marketing strategies that Moss Bros. might
expect to see as output of their CRM system.
2. Draft a diagram that shows how you believe Moss Bros. might best connect its various data sources
and use them to manage their customer relationships. Explain how information flows through your
diagram and provide details of the specific sources of each type of data you included.
3. In England, formal attire is expected at school proms, weddings, and at many entertainment events
such as classical music concerts, the opera, and even certain horse races. In about 100 words provide
at least two specific examples of how Moss Bros. might use social media to target e-mails to its
customers promoting its formal wear rental services.

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