Wickes: The MME – using data to transform the way consumers and tradespeople shop Wickes

Wickes, a home improvement retailer, increased revenue in the UK by launching an emotive, personalised multichannel experience designed to encourage consumers to use Wickes for more of their DIY missions.

Wickes was experiencing double-digit customer growth, and wanted to understand changing customer behaviours, retain relationships and drive increased market share through incremental revenue.


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...

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