Work

Innovation to new customers in the home mover journey

26th October 2016
Innovation to new customers in the home mover journey

Project Summary

A leading furniture retailer were seeking innovative ways of marketing to potential customers. That’s where TwentyCi’s home mover data universe and customer analysis came into play. Previous analysis of ours had shown that almost 30% of their customer base have moved home, therefore, it made sense to specifically target home movers who were currently not customers of the brand.

 

Solution

A campaign was created using TwentyCi home mover data to test the efficacy of this approach. Using control groups as a benchmark, we set out to test if home mover data can deliver incremental revenues and a positive ROI. Using our Home Mover Universe, we targeted movers at the most appropriate times in the moving process with DMs and EMs, over a 12 week period.

 

Results

The communication campaign delivered incremental revenue of £533,814. It also created a positive ROI; For every £1 spent, the campaign delivered over £5 gross profit. From these trial results, a roll out programme has been secured, continuing to build on this success.

 

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