Wickes

Segmentation to digital behaviour analysis

Wickes

The Challenge

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

 

Have a similar ambition to Wickes? We’d love to hear about it!

Contact us
Wickes

Wickes

Segmentation to digital behaviour analysis

Segmentation & Profiling, CRM Consultancy, Campaign Management
The Royal Air Force

The Royal Air Force

Engaging millennials with intelligent communications

Campaign Management