Hear from the experts and discover the latest industry trends and challenges in the State of Marketing Automation 2024

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Wickes: £7m in incremental revenue with Deployteq’s marketing automation

Jan 11, 2024

How Wickes use data to transform consumer habits

This award-winning case study highlights how combining marketing technology, behavioural science, and machine learning helped DIY retailer Wickes shine a light on the power of its customer data.

The challenge

  • We needed to change perceptions. DIY’ers and Tradespeople alike saw Wickes as a single product destination. Not a a one-stop-shop for all their needs and entire projects.
  • Our research found consumers were not visiting frequently and shopping in limited categories when they did.

The solution

  • Developed the Missions & Motivations Engine to interpret the data to turn individual engagement into whole-basket recommendations.
  • We identified 8 TradePro Missions in the Tradespeople target group and delivered peronalised messaging to each individual group. For example Gardeners, Painter Decorators etc.
  • We identified 10 DIY and Showroom Missions for example, Kitchen Renovation. We used purchase data to send helpful content on how best to complete their mission while cross-selling additional products.
  • We used social listening to send newsletter subscribers more tailored content based on their own preferences. Motivating the consumer to get started with a mission.
  • Our peronalised journey for Showroom Missions added customers at their exact point in the buying journey and includes helpful content to streamline the process for the consumer.

The results

  • Revenue per customer has increased by 19.5% since launching the TradePro program for Tradespeople at Wickes.
  • The personalised DIY journeys lead to a 24% increase in conversions when compared to their original standard newsletter.
  • The Showroom Missions generated an extra 7 million in incremental revenue in the last year.

£7 million

Incremental revenue in the first year

24%

Increase in conversions

19.5%

Increase in revenue per customer

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