Homebase: Customer First

This case study explains how Homebase, the home improvements retailer, increased the efficiency of its direct mailing by increasing targeting based on patterns from behavioural.

Homebase: Customer First

MRS Meteorite

How did the campaign make a difference?

Outside of key seasonal drivers, DIY projects and purchases are erratic and unpredictable. This had led Homebase to employ a CRM strategy built around monthly high volume 'event' DM mailings with blanket discounts, in the hope of being right for at least a significant minority.

But by finding patterns of behaviour in transactional and non-transactional data, they were able to make the unpredictable predictable, initiate purchases and spot further opportunities to maximise Homebase's 'Share of Project'.

Customers now receive offers that are tailored to them, put in context...

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