Homebase: The trigger programme

This case study describes how Homebase, the UK-based home improvement retailer, uses data analysis to identify sales opportunities.

Homebase: The trigger programme

MRM Meteorite

The team

Tom Phillips, Simon Langthorne, Monika Vinall, Alice Grainger, Richard Lewis, Sally Waters.

Other contributors:

Model Citizens – Data analysis and modelling, AIMIA – Loyalty card and customer data, Howard Hunt – Dynamic communications printing.

How did the campaign make a difference?

Home improvement projects are irregular and unpredictable. This campaign seeks patterns in data to identify customer needs as close to spending opportunities as possible. The programme has moved average response rates from 9% to 46%, delivers 2% of total sales (£30.4m per year) and shifted ROI from 120% to 346%. Today...

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