Segmentation to digital behaviour analysis
Wickes’ challenge was to grow revenue from their trade and DIY audiences. The strategy was to establish an ongoing relationship with customers that rewards them through a personalised contact strategy, building longer, deeper relationships. To achieve this, detailed analysis and segmentation of Wickes’ customer base was required.
The Fuel approach
We developed predictive analytical models, taking the transactional histories of known trade customers and applying these to the remainder of the customer base, revealing the split between trade and DIY customers.
We then went one step further with ’Audience Centre’. Linking online browse behaviour back to records in the Wickes database further enriched existing segmentations, whilst also expanding personalisation into digital channels via targeted digital display.
Learn more about our work with Wickes by downloading the full case study below.
15%Increase in transaction value
21%Increase in email click through
10%Increase in email opens
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