Homebase - Data segmentation

• Increase frequency by identifying specific customer segments, incentivising visit and spend

• Segmented direct mailing campaign
  • Welcome (first card use)
  • VIP high spenders
  • Gardeners
  • Incomplete records
  • Over 60's
• Incentive value calculated to drive incremental sales
• Format and production value test cells.

• Double digit sales increases for each segment
• Significant level of incremental sales vs control groups
• Over 30% response rate to research mailing (incomplete records) without incentive although recipients spend showed increase after receipt of mailing