What was our solution?
Identifying the Right Strategic Partner
Recognising the urgent need for a game-changing partnership particularly given the lack of existing customer data, we identified Gocertify as a perfect strategic fit. Gocertify, a tech partner specialising in closed-group offers, presented a unique opportunity to address multiple challenges simultaneously without burdening the brand’s limited resources.
Seamless, Low-Resource Integration
Gocertify offered a simple setup process, requiring minimal technical input from the brand’s side. This plug-and-play functionality was a critical factor to gaining internal approval and ensuring a swift implementation. The partnership, officially going live in April 2025, was not merely a passive integration, it became a truly collaborative project, with the brand’s team actively involved in strategy calls and seeing Gocertify as an extension of their own initiatives.
Optimising Existing Website Traffic
Gocertify’s model, which displays exclusive discounts via on-site messaging (such as in the footer or on product pages), was strategically chosen to optimise and convert existing website traffic rather than driving new traffic. This approach perfectly complemented the brand’s existing channels like PPC and PR, ensuring that valuable site visitors were more effectively converted. Critically, the platform’s ability to verify a broad spectrum of closed groups, allowed the brand to diversify its audience beyond its traditional 50+ demographic. This also leveraged the proven success seen with other key worker discount partners, like Blue Light Card, working in harmony to leverage the same audience potential without cannibalising their performance. This is because Gocertify only engages users already on-site and doesn’t generate or redirect traffic, ensuring incremental value across the programme.
Flexible Targeting for Launches and Campaigns
Its flexible targeting capabilities, from tailoring offers to specific customer groups (e.g. healthcare workers, teachers, students) to placing messages on particular pages, allowed alignment with major launches and seasonal campaigns, making it a tool for both ongoing optimisation and key trading moments.
A strong example of this came through the use of Gocertify’s On-Site Message (OSM) placements. In July, healthcare worker offers were strategically highlighted on product detail pages to coincide with the NHS birthday. This was followed by tailored messaging for teachers and students in August to align with the back to school period, with a broader rollout planned for September onwards. By tailoring offers in this way, the brand ensured that key groups were engaged at the right times, making targeting a driver for both immediate and long-term growth.
Filling the Data Gap and Enabling Long-Term Growth
Additionally, the partnership directly addressed the crucial data gap for the new D2C website. Gocertify enables the brand to capture valuable customer data through the verification process, a capability that was a major selling point for the brand to build its customer database from scratch. It also helps to plan future targeted marketing initiatives that align with key dates in the closed-group marketing calendar, moving beyond merely focusing on immediate revenue and conversion to building long-term customer relationships.
Gocertify emphasised how collaboration with the brands shaped the success of the partnership:
“Working with the brand has been a real highlight for us at Gocertify. They’re a strong and collaborative partner, always open to testing new ideas and aligning strategies. That level of partnership has been key to driving such exceptional results in such a short period of time.”
– Karen Cooper, Senior Client Success Manager at Gocertify
