Overview

Craghoppers, the outdoor clothing and equipment brand, came to Gocertify with a challenge that many established retailers face: strong on-site traffic but limited insight into who their core shoppers actually were. Without a clear picture of their audience, they were missing opportunities to convert high-intent visitors and build the kind of targeted offer strategy that drives long-term loyalty.

They needed a smarter approach that could unlock new revenue without adding friction to the shopper journey or requiring a complete overhaul of their existing partner setup. The insights they gained by testing closed groups offers changed their strategy going forward, showing that their highest impact group was over 55s, and giving them exclusive offers dramatically increase the number of senior shoppers that converted to customers.

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Background

Craghoppers had solid traffic but lacked the tools to understand which communities were already engaging with their brand. They were looking for innovative ways to drive incremental sales and improve conversion rates, but did not have the visibility to identify high-value segments.

The team wanted to explore closed group offers as a route to more targeted, and they needed a partner that could surface the right offer to the right audience and deliver results within their existing tech and affiliate setup. They had no way to:

• Identify which closed groups were landing on-site and in what volume
• Verify eligibility in real time without disrupting the shopper journey
• Capture first-party data to power future campaigns and remarketing

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Strategy & Execution

Working with Gocertify, Craghoppers uncovered an entirely new core audience. Analysis of on-site traffic revealed that over 55s made up 33% of all visitors, making them an ideal demographic fit for the brand's product range and values.

From there, we built an offer strategy designed to reach, convert and own this community.

Audience Discovery & Offer Launch

• Identified over 55s as the standout closed group opportunity based on on-site traffic data
• Launched a dedicated verified offer for this community, embedded directly within the Craghoppers shopping experience
• Positioned the offer to feel exclusive and rewarding, not just transactional

On-Site Integration

• Verification and offer redemption kept entirely within the Craghoppers site, removing friction at the point of conversion
• On-site messaging surfaced the offer at the right moments in the shopper journey, targeting the right visitors without disrupting the broader experience

Expanding Into the Marketing Mix

• Craghoppers began integrating over 55s as a defined segment into their wider marketing strategy
• Verified shopper data opened up new possibilities for CRM targeting, segmentation and seasonal campaign planning

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Results

By identifying and activating the right audience, Craghoppers unlocked a segment that was already on their site, but just needed help converting.

• 170% increase in customers verified
• ‍51% of revenue generated from over 55s
• ‍54% of sales generated from over 55s
• ‍56% conversion rate from code to sale

What started as a search for a better offer strategy became something bigger: a new understanding of their core customer, a high-performing revenue channel, and the foundation for a long-term community marketing programme built around one of their most valuable audiences.