Contextually targeted acquisition for the electrical retail sector

27th May 2019
Contextually targeted acquisition for the electrical retail sector

Recently we were commissioned to work with the UK’s largest electrical retailer to boost their existing marketing activity with an acquisition programme targeted exclusively to attract home movers.


New Customer Acquisition

At TwentyCi, we know that key points of a home mover journey act as triggers for increased consumer engagement, and fundamentally, signal greater consumer intent to purchase home move associated products, such as new electrical goods.

Using TwentyCi’s comprehensive home mover data universe, we developed a marketing programme to target home movers 8 weeks prior to moving, as well as at the actual point of move. Our objective was to engage with the consumer at two key moments in the home mover journey – firstly, whilst researching new electrical appliances and products for their new home, and secondly, as they made purchase decisions once in a position to make the move.

Both email and direct mail were used to promote a range of small and large electrical appliances, chosen for their relevance to engage at a given contextually relevant moment, with marketing promotions being sent to 20,000 data records each week of the campaign.


Results Outcome

Initial results from the home mover engagement programme delivered a double-digit ROI significantly greater than any previous activity.


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Marketing aquisition for the home furnishings sector

19th April 2019
Marketing aquisition for the home furnishings sector

Working with our client, a nationwide retailer specialising in beds, mattresses, home and bedroom furniture, we developed and implemented a direct marketing acquisition programme targeted exclusively at home movers.


The lucrative Home Mover market 

At TwentyCi we know through our unique data assets and insights, that home movers are more than twice as likely to purchase a home furnishing product than a non-mover. Despite this compelling insight, our early analysis showed that home mover transactions for the retailer only accounted for 7% of the company’s turnover. Our solution was to devise a contact strategy to target this highly lucrative consumer group with relevant, timely marketing messages.


A creative solution

Our evaluation of the retailer’s historical sales transactions identified which of the client’s products proved most popular with home movers. Using this insight, we wrote and designed an email, SMS and postcard campaign promoting some of their top-sellers, with a dedicated landing page created to further tailor the prospect journey.


Results that supported our creative thinking

Within the first month of implementing the programme, our client’s product sales from home movers immediately increased, delivering an uplift in incremental sales and ROI. This impact was achieved without any specific in-store, promotional or above the line support.

Through executing the programme further and trialling a variety of creative treatments, messages and design layouts, our initial marketing implementation won in almost every case. This reinforced our original creative strategy as not only concrete, but winning too.

Following the success of the first campaign, we continue to work with this home furnishing retailer, consistently delivering a gross return on marketing investment of £25:1 and an incremental return on marketing investment of £9:1.


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Boosting bed sales: delivering an ROI of £16:1 for a leading bed retailer

27th March 2019
Boosting bed sales: delivering an ROI of £16:1 for a leading bed retailer

Research shows that people moving home are three times more likely to buy a new bed, while they also spend up to 50% more on homeware. So when one of the UK’s leading bed retailers challenged us to create a campaign targeting this group, we got to work.


Creating the campaign

Using our unique Trigger Wave Methodology, we identified consumers in the home mover lifestage most likely to be in the market for a new bed, using a test and learn programme to confirm the correlation.

From first-time buyers to downsizing retirees, we recognised that the term home mover can be defined in many different ways. We therefore initially created 12 separate customer segments to help establish appropriate lifestage triggers that determine the home move.

Timing was everything too, so we explored the optimum time to get in touch. Too early and furniture would be the furthest thing from their minds, too late and they might already have gone elsewhere.

Finally, working alongside our creative, technology and strategic partners, we produced every element of the campaign from design and build to analysis and reporting.

Over the course of 16 weeks, both email and DM campaigns were carefully tracked and weekly reports allowed for ongoing optimisation.


Outstanding results

The trial was a phenomenal success, delivering an ROI of £16:£1 on sales revenue attributed on an 8-week period.

62 customer segments were identified, and the client now uses DM, email and SMS to send highly engaging, hugely successful marketing campaigns.

As well as automatic optimisation, we review the programme every month to spot new opportunities, while ongoing testing covers everything from new data sets to creative updates.


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Trigger and predictive marketing: how we helped ATS Euromaster achieve open rates of 40%

11th November 2016
Trigger and predictive marketing: how we helped ATS Euromaster achieve open rates of 40%

Our Client

ATS Euromaster has over 340 centres providing replacement tyres, brakes, and vehicle maintenance services across the UK.

As a key provider of parts and service to truck, car and van fleets across Europe, and with more than 2,800 mobile services vehicles on the road, ATS Euromaster’s list of credentials and experience in the marketplace is impressive.


The Challenge

The business knew that they needed to further explore relationship opportunities with the many customers who visited their centres. They recognised they held a rich source of customer information, representing potential sales opportunities that were not being maximised.

Unsure of how best to approach the challenge, ATS Euromaster commissioned TwentyCi, to create a value added solution, utilising our life stage intelligence.


The Trigger and Predictive Marketing Solution

Using TwentyCi’s contextual customer data analysis, ATS Euromaster was able to generate unique insights for the customers who visited their centres.

On visiting an ATS Euromaster Centre, a vehicle “Mastercheck” captures the condition and life-stage of a number of the customer’s car components.

Using a predictive model developed by TwentyCi, ATS Euromaster was able to add value to its existing “Mastercheck” product by anticipating customer requirements based on a range of key factors including: –

  • Vehicle make, model & age
  • Annual mileage & driving style

The attributes gathered during each vehicle “Mastercheck” were then used to power a marketing programme to highlight the exact customer requirements, i.e. tyre replacement, brake pad renewal or general car maintenance. This advice and the corresponding alerts were delivered by email and direct mail, based on individual customer preferences. Further rules were built to ensure customers did not receive ‘over-marketing’, preventing the risk of turning the customer off from ATS Euromaster and its messages.

This end-to-end solution had a very positive effect for ATS Euromaster, positioning its centres as a leading source of insight and in turn, bringing greater sales opportunity.


The Results

Each customer was well-informed about the level of knowledge and subsequently more personalised service they received from ATS Euromaster. This led to stronger brand loyalty for ATS Euromaster, and ultimately a much improved customer experience.

We have continued this work with ATS Euromaster. The email programme consistently delivers open rates of up to 40%, compared to the average benchmark of 25%. Overall, the whole Mastercheck marketing programme delivers exceptional levels of incremental revenue and repeat business.


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Building brand awareness for a leading house builder

27th October 2016
Building brand awareness for a leading house builder

Project Summary

One of the UK’s leading residential property developers constructs approximately 4,000 new homes per year across 140 developments. The challenge was to build their brand awareness amongst potential buyers on a national level with the aim of driving footfall to both their website and developments.



As lifestage trigger experts, TwentyCi applied their unique understanding of the home mover lifestage to map all of their developments and identify potential home movers within a ten-mile radius. Data was then selected from TwentyCi’s exclusive Homemover Prospect Data – the largest and most comprehensive pre and post home mover data set available in the UK.
TwentyCi’s extensive experience in email marketing also enabled the development of a comprehensive email strategy for maximum response. Exceptionally targeted with a high propensity to convert, TwentyCi connected the client with both potential First Time Buyers and individuals who had recently expressed an interest in selling their current home. In addition, TwentyCi provided the opportunity to enhance the targeting approach through overlaying the seller’s current home property price and matching it to similar properties sold at their developments.



The overall approach produced a streamlined and targeted campaign, enabling the client to effectively promote their brand to potential movers, whilst ensuring that they were only communicating with those individuals most likely to engage.
The location mapping and email campaign were exceptionally successful and delivered:

  • Increased brand awareness and prospect engagement
  • Email open rates of over 17% and an additional 19% of those individuals clicking through to the client’s website.
  • Website traffic in excess of 17,000 users
  • Exceptional return on investment with cost per open of just £0.14p and cost per click of £0.67.


Contact us to find out more.