
ScS
Elevating ScS’s Direct Mail Campaigns through Data-Driven Insights
Client Overview
ScS, one of the UK’s leading furniture retailers, partnered with Integra Data to enhance its direct mail marketing strategy. The core goal was to boost sofa sales by targeting potential customers at critical points in their purchasing journey, encouraging them to visit one of their 102 stores across the UK.The Challenge
ScS sought to implement a direct mail campaign that would not only drive in-store footfall but also deliver significant incremental sofa sales. Additionally, they wanted to ensure that these customers were located within a convenient drive time from their stores. The challenge lay in identifying the right customer segments and optimising follow-on sales for all product categories.
Our Approach
Integra Data leveraged its proprietary property database, PropertyDB, to address ScS’s needs. PropertyDB is a unique blend of highly accurate property data points and exclusive demographic segmentations developed by Integra Data. These advanced insights allow for highly targeted customer profiles, identifying the prospects most likely to make a purchase.
We began by analysing ScS’s transactional data, including:
- Purchase history
- Transaction dates and amounts
- Product categories
- Customer location data
This was then layered with PropertyDB, which encompasses data on over 30 million UK residential properties. By combining this with our proprietary demographic segmentations, we uncovered key data points that identified prospects over 20 times more likely to make a purchase. This allowed us to build highly optimised audiences, ensuring that ScS reached customers who were most likely to respond.
Our unique Home Mover Data further enriched the targeting, tracking households across three critical moving stages:
- Pre-Movers – Households with properties newly listed for sale
- On-Movers – Households currently in the moving process
- Post-Movers – Households that have recently relocated
By overlaying these insights with ScS’s store locations, we optimised the campaign to target customers within an ideal drive time to their nearest store, increasing the likelihood of in-store visits.
Campaign Execution
ScS provided the creative direction, while Integra Data handled the data strategy, print, and mailing logistics. The campaign featured a variety of direct mail formats, including:
- A5 postcards
- Mini 4-page brochures
- Mini 8-page brochures
Each mail piece was carefully timed to reach customers at key stages in their moving and buying journey, ensuring the messaging was relevant and timely. By leveraging PropertyDB’s predictive variables and demographic segmentations, we ensured that the campaign reached the right audience, maximising in overall product sales.
Results
Integra Data’s approach has delivered exceptional results for ScS:
- A significant uplift in incremental sofa and furniture sales
- Increased foot traffic to stores
- An overall boost in engagement and sales across all product categories
- A strong return on investment for their direct mail efforts
By utilising PropertyDB’s powerful demographic insights and continually enhancing its predictive capabilities, Integra Data remains a strategic partner for ScS, driving both immediate results and long-term success.