Wolseley

How do you tap into valuable customer data and turn it into a profit stream?

Insight

Drilling down into the customer data and analysing their behaviour, we discovered that over 30,000 trade customers were spending low amounts in branches. We needed to grow share of wallet and loyalty was going to be key to stemming this customer spending leak.

Innovation

A targeted digital and direct marketing campaign with offers and spend targets set for each customer based on their purchasing history. Customer loyalty was encouraged with branch vouchers for those who achieved their spending target during the promotion. Customers monitored their progress with a personalised microsite and branch managers had a dashboard to track their customers' actions, leading to better sales in branch.

Influence

The marketing budget and extra reward fund gave an impressive 7:1 ROI. The microsite had 3,000 hits and customers smashed the 5% spend target, reaching 6.5% instead.