A UK-based home improvement retailer and garden centre, Wickes boasts more than 230 stores throughout the country. The company serves both homeowners and the building trade with supplies and materials, including an extensive range of kitchen and bathroom offerings, from budget items to custom designs.
With email opt-out rates skyrocketing, Wickes realized that they needed to create personas for its target customer groups and then deliver extremely relevant project-based content. But with three very distinct customer groups ― trade customers, kitchen/bath showroom customers and small project DIY customers ― who each behaved very differently, ensuring relevance was a challenging proposition.
Attempting to get a grasp on its multiple data points, Wickes was outsourcing targeting and database management to a full-service CRM agency, but at great cost. The company knew it needed to control its data and costs while using personalization to stay relevant and deliver useful messages and offers to its target customers. For example, DIY customers ― who typically shop at Wickes between four and six times annually ― would work on one project (like remodeling a bathroom) and then move onto something else. In this situation, Wickes needed the ability to exclude things the DIYers had already done.
Working with AgilOne, an Acquia company, Wickes has been able to combine data from nearly 50 different sources, allowing them to show customers the products that are most relevant to their projects. The data serves as the foundation for website personalization as well as personalized emails, SMS messages and personalized customer contact center communications. Because they focus on insights gained from analytics rather than assumptions, Wickes now has a better understanding of how various segments of customers buy differently and the company has been able to more quickly develop its business. Additionally, using AgilOne, Wickes has data-driven insights on the top 10 DIY projects and has developed web categories and content around them, further increasing relevance.
Wickes realized immediate value by taking control of its data in-house, creating significant monthly cost and time savings. Extracting data and launching campaigns previously took 2-3 weeks but with AgilOne, it was practically instantaneous. Additionally, they have keen insights into the similarities and differences in buying behavior between their three target groups. Wickes is able to recognize and reward the people who buy more frequently, as well as better understand what people are buying and what they aren’t buying, helping them make more informed decisions about their loyalty programs.