The Challenge

  • Wickes continually aim to improve the return on investment from their marketing efforts.
  • They wanted to shift from a campaign-driven approach towards communications that are tailored around individual journeys.
  • Wickes asked Fuel to help them get closer to their customer base and find out how to drive revenue by engaging them in the right way.

The Solution

  • Fuel developed Wickes’ Single Customer View into an insight-driven marketing platform creating a 360° view of customer behaviour across all channels.
  • Once in place, the SCV was segmented and modelled to provide actionable insights, such as propensity to buy and product affinity.
  • We have integrated reporting and insight technologies, including Tableau and FastStats, to ensure insight is easily accessible and strategy is always developed.
  • We have optimised Wickes’ cross-channel strategy using trade modelling and transactional segmentation, ensuring individuals received messaging relevant to their position in the customer lifecycle via an integrated campaign management tool.