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
