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Homebase found patterns in shopping behaviours in both transactional and non-transactional data, identifying customer needs close to ‘Share of Project’ spending opportunities. They identified 10 project trigger identifiers and then analysed the length and shape of the sales curves to quantify the purchasing opportunity. For each, they created a personalised communication plan. Responding quickly enough to be relevant was critical. Homebase was able to get direct mail delivered within six days and email in two. Dynamic templates made the communication truly personalised, delivering the right message at the right time to increase customer value.