Wickes: Mission in motion

Wickes, a home improvement retailer, increased conversion rates amidst customer growth in the UK by launching a hyper-personalised experience driven by machine-learning.

Wickes was experiencing strong customer growth. The brief was to capitalise on the bigger base by engaging and growing relationships to drive incremental revenue.

Strategy

Data analysis uncovered a more complex challenge: customers purchase one or two products from Wickes, but the retailer wanted them to shop the whole project.

This meant predicting customer missions, anticipating their needs and responding appropriately. A shift from product-focused communications to appeal to the more emotional, intuitive side of the brain where behaviour change happens was required.

Using motivational theory, the campaign team knew it could only make people 'want' Wickes by showing how...

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