Intelligent Customer Engagement


The Challenge

The Wickes ‘Trade Pro’ programme is designed to engage professional traders, making Wickes a one-stop-shop for their day-to-day trade needs. 

However, the only communication sent to these customers was a string of welcome emails, meaning there was no attempt to increase engagement with the scheme. Trade Pro members were not re-purchasing and many were becoming ‘lapsed’ members.


The Fuel approach

Fuel created a bespoke communications plan for three distinct groups of Trade Pro members: ‘Nurture’, ‘Lapsing’ and ‘Lapsed’.

Each received tailored communications personalised to their customer status. Creating bespoke communications in this way promotes deeper engagement with email communications by serving relevant and genuinely desirable deals. It is a prime example of personalisation done the right way.



Revenue in respondents up by


Items per basket up


Average transaction value up by
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Using technology to power the customer experience

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