Whilst drilling down into Wolseley’s customer data and analysing customer behaviour, we discovered that over 30,000 trade customers were spending low amounts in branches. We created a targeted digital and direct marketing campaign with offers and spend targets set for each customer that were based on their purchasing history.
Customer loyalty was encouraged with branch vouchers for those who achieved their spending target during the promotion. Customers monitored their progress with a personalised microsite and branch managers had a dashboard to track their customers’ actions, leading to better sales in branch. The marketing budget and extra reward fund gave an impressive 7:1 ROI. The microsite had 3,000 hits and customers smashed the five per cent spend target, reaching 6.5 per cent instead.