{"id":45729,"date":"2024-11-11T12:47:00","date_gmt":"2024-11-11T12:47:00","guid":{"rendered":"https:\/\/deployteq.com\/wickes-8-miljoen-euro-meer-omzet-met-marketing-automation-van-deployteq\/"},"modified":"2025-09-19T17:52:54","modified_gmt":"2025-09-19T17:52:54","slug":"wickes-8-miljoen-euro-meer-omzet-met-marketing-automation-van-deployteq","status":"publish","type":"post","link":"https:\/\/deployteq.com\/nl\/wickes-8-miljoen-euro-meer-omzet-met-marketing-automation-van-deployteq\/","title":{"rendered":"Wickes: 8 miljoen euro meer omzet met marketing automation van Deployteq"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.20.4&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px||0px|||&#8221; da_disable_devices=&#8221;off|off|off&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221; da_is_popup=&#8221;off&#8221; da_exit_intent=&#8221;off&#8221; da_has_close=&#8221;on&#8221; da_alt_close=&#8221;off&#8221; da_dark_close=&#8221;off&#8221; da_not_modal=&#8221;on&#8221; da_is_singular=&#8221;off&#8221; da_with_loader=&#8221;off&#8221; da_has_shadow=&#8221;on&#8221;][et_pb_row _builder_version=&#8221;4.20.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.20.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_code _builder_version=&#8221;4.23.1&#8243; _module_preset=&#8221;default&#8221; border_radii=&#8221;on|20px|20px|20px|20px&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/901854384?h=ff01350094&#038;badge=0&#038;autopause=0&#038;player_id=0&#038;app_id=58479\" width=\"1920\" height=\"1080\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\" title=\"Deployteq &#038; Wickes\"><\/iframe>[\/et_pb_code][et_pb_text _builder_version=&#8221;4.23.1&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h2><strong><span data-usefontface=\"true\" data-contrast=\"none\" class=\"TextRun SCXP224549209 BCX0\" xml:lang=\"EN-US\" lang=\"EN-US\"><span class=\"NormalTextRun SCXP224549209 BCX0\"><span data-usefontface=\"true\" data-contrast=\"none\" class=\"TextRun BCX0 SCXP143928573\" xml:lang=\"EN-US\" lang=\"EN-US\"><span class=\"NormalTextRun BCX0 SCXP143928573\">Hoe Wickes data gebruikt om consumentengedrag te veranderen<\/span><\/span><\/span><\/span><\/strong><\/h2>\n<p><span data-usefontface=\"true\" data-contrast=\"none\" class=\"TextRun SCXP224549209 BCX0\" xml:lang=\"EN-US\" lang=\"EN-US\"><span class=\"NormalTextRun SCXP224549209 BCX0\">Deze bekroonde case study laat zien hoe het combineren van marketingtechnologie, gedragswetenschap en machine learning DIY-retailer Wickes heeft geholpen om de kracht van klantdata te benadrukken.<\/span><\/span><\/p>\n<p><span class=\"EOP SCXP224549209 BCX0\"><\/span><\/p>\n<h2><strong><span class=\"EOP SCXP224549209 BCX0\">De uitdaging<\/span><\/strong><\/h2>\n<ul style=\"font-weight: 400;\">\n<li data-charcodes=\"8226\" data-font=\"Arial,Sans-Serif\" data-buautonum=\"8\" data-margin=\"359\" data-aria-posinset=\"1\" data-aria-level=\"1\">We moesten onze perceptie veranderen. Zowel doe-het-zelvers als professionals zagen Wickes als een winkel waar ze maar \u00e9\u00e9n product kopen. Niet als een alles-in-\u00e9\u00e9n winkel voor al hun behoeften en volledige projecten.<\/li>\n<li data-charcodes=\"8226\" data-font=\"Arial,Sans-Serif\" data-buautonum=\"8\" data-margin=\"359\" data-aria-posinset=\"1\" data-aria-level=\"1\">Uit ons onderzoek bleek dat consumenten niet vaak langskwamen en slechts in beperkte categorie\u00ebn winkelden.<\/li>\n<\/ul>\n<h2><strong>De oplossing<\/strong><\/h2>\n<ul>\n<li>Ontwikkelde de Missions &amp; Motivations Engine om de data te interpreteren en individuele betrokkenheid om te zetten in aanbevelingen voor het gehele winkelmandje.<\/li>\n<li>We hebben 8 TradePro missies ge\u00efdentificeerd in de doelgroep van Tradespeople en hebben aan elke individuele groep een gepersonaliseerde boodschap gestuurd. Bijvoorbeeld hoveniers, schilders enz.<\/li>\n<li>We hebben 10 doe-het-zelf en Showroom Missions ge\u00efdentificeerd, bijvoorbeeld Keukenrenovatie. We gebruikten aankoopgegevens om nuttige inhoud te sturen over hoe ze het beste hun missie konden voltooien en tegelijkertijd extra producten te verkopen.<\/li>\n<li>We gebruikten social listening om nieuwsbriefabonnees meer op maat gemaakte inhoud te sturen op basis van hun eigen voorkeuren. De consument motiveren om aan de slag te gaan met een missie.<\/li>\n<li>Ons geperonaliseerde traject voor Showroom Missions voegt klanten toe op hun exacte punt in het kooptraject en bevat nuttige inhoud om het proces voor de consument te stroomlijnen.<\/li>\n<\/ul>\n<h2><strong>De resultaten<\/strong><\/h2>\n<p><strong><\/strong><\/p>\n<ul>\n<li>De omzet per klant is met 19,5% gestegen sinds de lancering van het TradePro programma voor Tradespeople bij Wickes.<\/li>\n<li>De gepersonaliseerde DIY journeys leidden tot een conversiestijging van 24% in vergelijking met hun oorspronkelijke standaardnieuwsbrief.<\/li>\n<li>De Showroom Missions genereerden het afgelopen jaar 7 miljoen aan extra inkomsten.<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=&#8221;1_3,1_3,1_3&#8243; use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;1&#8243; _builder_version=&#8221;4.20.4&#8243; _module_preset=&#8221;default&#8221; background_enable_color=&#8221;off&#8221; 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theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p style=\"font-size: 1.2rem;\">Meer opbrengsten in het eerste jaar<\/p>\n<p>[\/et_pb_blurb][\/et_pb_column][et_pb_column type=&#8221;1_3&#8243; _builder_version=&#8221;4.19.0&#8243; _module_preset=&#8221;default&#8221; use_background_color_gradient=&#8221;on&#8221; background_color_gradient_direction=&#8221;120deg&#8221; background_color_gradient_stops=&#8221;#3399ff 0%|#142893 100%&#8221; background_size=&#8221;custom&#8221; background_image_width=&#8221;300%&#8221; background_image_height=&#8221;100%&#8221; custom_padding=&#8221;1.5%|1.5%|2%|2%|false|false&#8221; custom_padding_tablet=&#8221;24px|24px|32px|32px|false|false&#8221; custom_padding_phone=&#8221;16px|16px|20px|20px|false|false&#8221; custom_padding_last_edited=&#8221;on|phone&#8221; animation_direction=&#8221;bottom&#8221; background_last_edited=&#8221;on|tablet&#8221; background_color_gradient_direction_tablet=&#8221;150deg&#8221; custom_css_main_element=&#8221;background-position: center top;||background-size: 300% 100%;||margin: 0 .5vw !important;&#8221; 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content_phone=&#8221;<\/p>\n<p style=%22font-size: 1.2rem;%22><span data-usefontface=%22true%22 data-contrast=%22none%22 class=%22TextRun SCXP153329297 BCX0%22 lang=%22NL-NL%22><span class=%22SpellingError SCXP153329297 BCX0%22>Verhogen<\/span><\/span><span data-usefontface=%22true%22 data-contrast=%22none%22 class=%22TextRun SCXP153329297 BCX0%22 lang=%22NL-NL%22><span class=%22NormalTextRun SCXP153329297 BCX0%22><span> <\/span>in conversies<\/span><\/span><span class=%22EOP SCXP153329297 BCX0%22> <\/span><\/p>\n<p>&#8221; content_last_edited=&#8221;on|desktop&#8221; _builder_version=&#8221;4.23.1&#8243; _module_preset=&#8221;default&#8221; header_font=&#8221;|600|||||||&#8221; header_text_color=&#8221;#FFFFFF&#8221; header_font_size=&#8221;2vw&#8221; header_letter_spacing=&#8221;-0.03em&#8221; body_text_color=&#8221;#FFFFFF&#8221; body_line_height=&#8221;1.5em&#8221; background_image=&#8221;https:\/\/deployteq.com\/wp-content\/uploads\/2022\/11\/arrowsup.svg&#8221; background_size=&#8221;custom&#8221; 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De uitdaging We moesten onze perceptie veranderen. Zowel doe-het-zelvers als professionals zagen Wickes als een winkel waar ze maar \u00e9\u00e9n product kopen. Niet als een alles-in-\u00e9\u00e9n winkel voor al hun behoeften en volledige projecten. Uit ons onderzoek bleek dat consumenten niet vaak langskwamen en slechts in beperkte categorie\u00ebn winkelden. De oplossing Ontwikkelde de Missions &amp; Motivations Engine om de data te interpreteren en individuele betrokkenheid om te zetten in aanbevelingen voor het gehele winkelmandje. We hebben 8 TradePro missies ge\u00efdentificeerd in de doelgroep van Tradespeople en hebben aan elke individuele groep een gepersonaliseerde boodschap gestuurd. Bijvoorbeeld hoveniers, schilders enz. We hebben 10 doe-het-zelf en Showroom Missions ge\u00efdentificeerd, bijvoorbeeld Keukenrenovatie. We gebruikten aankoopgegevens om nuttige inhoud te sturen over hoe ze het beste hun missie konden voltooien en tegelijkertijd extra producten te verkopen. We gebruikten social listening om nieuwsbriefabonnees meer op maat gemaakte inhoud te sturen op basis van hun eigen voorkeuren. De consument motiveren om aan de slag te gaan met een missie. 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