Work

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

27th October 2016
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.

 

Contact us to find out more.

Marketing aquisition for the home furnishings sector

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.ollowing 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.

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.

 

Contact us to find out more.

Contextually targeted acquisition for the electrical retail sector

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.

 

Contact us to find out more.

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.

 

Contact us to find out more.

Lead generation for the removals and storage sector

Lead generation for the removals and storage sector

Project Summary

This nationwide domestic removal firm wanted to reach more Home Movers in the postcode areas that their business serves. They approached TwentyCi to see how we could help them reach out to their target Home Movers, using MoverAlerts.co.uk, our online portal which provides lead generation to the removal and storage sectors, covering 99.6% of the UK housing market.

 

Solution

Initially, we evaluated with our client the criteria of Home Movers they wished to target. This covered selections such as house price, number of bedrooms and at what stage they wanted to reach Home Movers in the home moving journey. For example, when homes are listed as For Sale, or marked SSTC. Based on these criteria, we began supplying our client with a regular weekly source of Home Movers in the postcode areas they wished to target.

 

Results

After an initial 3 month trial, we conducted a match-back analysis based on the records we had supplied and the customers that had enquired or booked with the company. Based on each branch we supplied records for, we analysed the conversion of addresses to enquires, and then conversion of enquiries to bookings. Over this period, we supplied over 101,000 records in total over all the branches. A competitor over the same period supplied just over 12,200 records. For one particular branch, we helped achieve a 4.5% enquiry rate, and of those enquiries 28.4% booked with the client. Overall for all branches, we were able to help achieve a 27.4% booking rate from enquiries.