We are delighted that Museum Selection, after a stellar trading year in 2020, has retained Tapestry’s services into a second year to continue their drive for growth into 2021. Tapestry provides customer insight and marketing strategy for Museum Selection and subsidiary brands Pia Jewellery and Culture Vulture, trading across UK, France and Germany.

At the end of 2019, Museum Selection chose Tapestry to partner with their in-house marketing team to challenge their marketing strategy across all the channels to make it more customer focused. Collaborating with Tapestry gave their team access to years of client-side experience of interpreting customer data insight into actionable marketing strategies. The focus was to have a deeper understanding of customer and channel performance with the view to increasing customer engagement. While the catalogue remains core to Museum’s contact strategy, incremental testing and measurement of digital channels has been key to developing a marketing approach that recruits and retains customers across channels and territories more efficiently and effectively.

Museum Selection’s Managing Director, Tracey Putt, commented: “David’s strategic input has been transformative for our marketing strategy. His ability to spot opportunities and risks in our customer data, interpret them for our in-house team and translate them into meaningful strategies and tactics contributed to us having a record year in 2020. We’re looking forward to a continued partnership with Tapestry in 2021 and beyond.”

Robert Colquhoun, Founder and CEO Insight Director at Tapestry, said: “Museum Selection is a rapidly-growing lifestyle brand that strives to put customer engagement at the core of everything it does. It’s been a pleasure to support their marketing strategy across Europe.”

Tapestry will continue to provide a full range of services in 2021 that includes hosting of seven single-customer-view databases within their Customer Data Platform, a suite of marketing reports and models updated monthly across all territories, customer data interpretation and marketing strategy delivered in weekly calls and monthly meetings with the in-house team. In addition, Tapestry provides data selection, processing and deduplication services for mailing campaigns across all brands and territories. Customer growth forecast modelling will be added in 2021 to aid long-term business planning and forecasting as the brands head into their next phase of growth.

About Museum Selection

Founded in 2002, Museum Selection offers seasonal collections inspired by history and the arts. Choosing and commissioning home accessories, clothing, furniture, jewellery, gifts and cards from independent suppliers, they have carefully curated a discerning collection of artful pieces. They pride themselves on attention to detail throughout everything they do, from product curation through to cultivating strong supplier relationships and offering exceptional customer service. Brands include Pia Jewellery and Culture Vulture. For more information, visit: Museumselection.co.uk