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Abel & Cole

Challenge

Abel & Cole, renowned for their organic and sustainable food delivery service, sought to increase new customer signups with a more precisely targeted approach. While Join the Dots managed campaign execution on behalf of Abel & Cole, they needed advanced data insights to accurately identify and engage a responsive audience. Integra Data Solutions was brought in to support Join the Dots with data-driven segmentation and targeting expertise to ensure the campaign’s effectiveness.

Impact

With a strong track record in data analysis and audience segmentation, Integra Data Solutions collaborated closely with Join the Dots to establish a tailored strategy for Abel & Cole’s acquisition campaign. Integra’s work involved ingesting Abel & Cole’s transactional data, which was then matched with PropertyDB, a comprehensive UK residential database enriched with over 100 layers of demographic and behavioural insights. By segmenting audiences according to movement stages—such as pre-movers, on-movers, and post-movers—and proprietary demographic data, Integra identified high-potential prospects that aligned with Abel & Cole’s sustainable brand mission. These targeted insights were shared with Join the Dots, enabling them to plan the strategy for Abel & Cole to design of a cohesive campaign along with optimised timing and messaging to appeal to Abel & Cole’s ideal audience and maximise engagement.

Results

The collaborative approach between Integra and Join the Dots exceeded expectations across key performance metrics. Armed with Integra’s precise audience insights, Join the Dots achieved a 170% increase in response rates over forecasted targets. Additionally, Integra’s segmentation and targeting approach outperformed the incumbent home mover data provider by a 2:1 margin, underscoring the value of data-driven targeting. This success led to a significant rise in new customer signups for Abel & Cole, proving the effectiveness of precise audience segmentation in customer acquisition.

Outcome

By leveraging comprehensive data insights, Integra Data Solutions effectively identified the optimal target audience for Abel & Cole. This data-driven foundation allowed Join the Dots to execute a highly focused and effective marketing campaign that achieved exceptional results. This collaboration not only showcased the impact of detailed customer analysis and targeted marketing on achieving business objectives but also solidified the value of data-driven strategies in driving substantial growth. The campaign’s success set a strong precedent for future initiatives, ensuring Abel & Cole could continue expanding their customer base through precision-driven marketing efforts.

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