Wickes Kitchens

In 2015 we were briefed by Wickes to transform the brand from being a trade-focused supplier of building materials to an accessible, family-friendly home improvement retailer.

 Our in-depth consumer nurture programme is central to Wickes’ success in converting prospects to customers. Through TV, press, in-store and digital comms we’ve shown how a Wickes Kitchen can transform your home.

For Wickes Kitchens, we’re using a customer journey planning model that we call, ‘Helping People Buy’. This model helps us to remove all the barriers to purchase that stop people choosing Wickes for their Kitchen project.

We’ve gone on to create a 17 stage CRM journey that helps people to navigate the stressful and expensive process of planning a new kitchen.

Our email programme helps people through every stage of the journey to ensure they don’t drop out along the way. Refreshed email templates featuring dynamic content with personalised guidance and advice for each segment have received open rates of 60% - well above the industry average.

 

HOLISTIC INSIGHT INTO CROSS CHANNEL PERFORMANCE

Our dedicated data analytics team evaluates every aspect of Wickes’ marketing activity. We track customer activity across the journey, reporting on lead progress and conversions.

This real-time understanding of customer data and marketing performance enables us to respond and optimise quickly, continuously improving the reach of our nurture marketing.

27%
27%
Increase in ROI
10%
10%
Growth in sales YOY
DOUBLED
DOUBLED
Kitchen sales in 3 years without increasing store presence
300%
300%
Increase in kitchen leads
10%
10%
Increase in conversion rate through the nurture journey
No.1
No.1
Kitchen retailer in the UK
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