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.
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.