Iris > 实例探究 > Wickes 转型：从贸易供应商到家居装修零售商

Wickes 转型：从贸易供应商到家居装修零售商

技术

分析与建模 - 大数据分析
分析与建模 - 数据即服务

适用功能

采购
销售与市场营销

关于客户

Wickes 是英国一家家居装修零售商。

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挑战

Wickes 希望将他们的品牌从以贸易为中心的供应商转变为适合家庭的家居装修零售商。

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解决方案

通过多种渠道实施消费者培育计划，将潜在客户转化为实际客户。创建了 17 个阶段的 CRM 之旅，以消除购买障碍并在整个厨房规划过程中提供指导。利用数据分析来跟踪客户活动并优化营销绩效。

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运营影响

The implementation of the CRM and customer loyalty marketing strategy transformed Wickes from a trade-focused supplier to a leading home improvement retailer. The 17-stage CRM journey and the supportive email programme significantly improved the customer experience, making the process of planning a new kitchen less stressful and more manageable. The real-time insights provided by the data analytics team allowed Wickes to respond and optimize quickly, leading to continuous improvements in the reach of its nurture marketing. As a result, Wickes became the number one kitchen retailer in the UK, demonstrating the effectiveness of its new approach.

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数量效益

27% increase in ROI
10% growth in sales YOY
Doubled kitchen sales in 3 years without increasing store presence

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