Gardening retailer uses direct mail to ensure revenues at peak moments
13/08/2015
Homebase is a British home improvement retailer and garden center with 323 stores in the UK and Ireland. Half their yearly income is generated during spring. Data analytics and research had shown that gardeners tended to build a season-long preference for the garden retailer they started with. So Homebase had an important challenge in engaging their customers early enough to build loyalty all throughout spring.
Homebase created a direct mail with a garden planner, special offers valid throughout the garden season, and handy tips and tricks. The “Let’s get gardening” mail was sent out to 500,000 potential high value gardening customers. A survey, dedicated website and follow-up marketing campaign was set to support the direct mail action.
Results:
– 82% was motivated to start a gardening project. They ended up spending 20% more across the garden season and generated an incremental ROI of 3.4:1.
– Customer lifetime value grow with 8%.
– Campaign was expanded to autumn thanks to success.
– Silver Award 2014 DMA Awards.