Challenge
Wickes has two main types of customer – Trade and Consumer. Whilst Trade customer accounts give Wickes a reasonable understanding of their transactions and product preferences, they do not typically provide a detailed understanding of their behaviours and spend patterns. Wickes’s goal was to launch a programme that enabled the business to develop insight in a way which also motivated customers.
Approach
iris Concise Europe worked with Wickes and its marketing partners to design and launch a Loyalty programme that would enable them to capture the data needed to model customer insight, segmentation and customer services across the entire customer base and offer staged benefits to customers based on their spend in-store. The My Card scheme allows Trade customers to be rewarded and treated in a particular way, to differentiate their needs from consumer customers.
Outcome
Since launch the scheme has been extremely popular with customers, with take-up exceeding expectations and increased average transaction value on card spend. Wickes is now using the data to establish customer centric KPIs to measure the business and segmenting its customers into groups to understand and develop them.
Wickes
My Wickes Card design & implementation
Challenge
Wickes has two main types of customer – Trade and Consumer. Whilst Trade customer accounts give Wickes a reasonable understanding of their transactions and product preferences, they do not typically provide a detailed understanding of their behaviours and spend patterns. Wickes’s goal was to launch a programme that enabled the business to develop insight in a way which also motivated customers.
Approach
iris Concise Europe worked with Wickes and its marketing partners to design and launch a Loyalty programme that would enable them to capture the data needed to model customer insight, segmentation and customer services across the entire customer base and offer staged benefits to customers based on their spend in-store. The My Card scheme allows Trade customers to be rewarded and treated in a particular way, to differentiate their needs from consumer customers.
Outcome
Since launch the scheme has been extremely popular with customers, with take-up exceeding expectations and increased average transaction value on card spend. Wickes is now using the data to establish customer centric KPIs to measure the business and segmenting its customers into groups to understand and develop them.