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All personalized catalogs featured the customer’s first name and “J loves” motifs on the cover and spine. The cover also had a fold-out flap with a love story, which was completely unique to each customer based on their shopping history with Boden. The back cover of the catalog featured three product recommendations selected specifically for each recipient.

Personalized e-mails using the love story header and featuring additional personal product recommendations were also sent.

The catalog cover and e-mail directed recipients to a competition landing page on the Boden Web site where they could engage and contribute by sharing what they love and dislike about Boden.

=Target Audience and Messaging= The overall target audience for Boden is mail order clothing buyers who are typically 34-55 year old females with a UK ABC1 demographic profile. The graphical design and content of the personalized love story on the inside cover flap was intended to be quirky, endearing, and engaging.

The messaging was customized for three customer segments:
 * Best—buyers who have purchased from Boden more than once,
 * Singular—new customers in the last year who made only one
 * purchase, and
 * Lapsed—buyers who had not purchased in more than a year.



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