Wickes was experiencing double-digit customer growth, and wanted to understand changing customer behaviours, retain relationships and drive increased market share through incremental revenue.
Strategy
The team needed to change existing perceptions and behaviours, moving Wickes from a 'to-do' on the project list to instead be considered in customers' inspiration and planning phase.
This led to the development of a machine-learning data model that services the behaviour change part of the brain: dubbed the Mission Motivation Engine.
Product-focused communications had to appeal in future to the emotional, intuitive side of the brain where behaviour change happens. Using motivational theory, the team...