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Case study

Abel & Cole

How property and mover data delivered a 170% increase in response rates, and beat the incumbent mover data provider two to one.

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The challenge

Reaching a genuinely responsive audience

Abel & Cole, renowned for their organic and sustainable food delivery service, wanted to increase new customer signups with a more precisely targeted approach. Join the Dots managed campaign execution on their behalf, but needed advanced data insight to accurately identify and engage a responsive audience. Integra was brought in to support with data-driven segmentation and targeting expertise.

Abel & Cole delivery boxes, or fresh produce at a UK doorstep. Warm and natural.
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Abel & Cole delivery boxes, or fresh produce at a UK doorstep. Warm and natural.

What we did

Our approach

Integra worked closely with Join the Dots to build a tailored strategy for the acquisition campaign. We ingested Abel & Cole's transactional data and matched it against PropertyDB, our UK residential database enriched with over 100 layers of demographic and behavioural insight.

We then segmented audiences by movement stage, covering pre-movers, on-movers and post-movers, and layered our proprietary demographic data on top. That identified the high-potential prospects who aligned most closely with Abel & Cole's sustainable brand mission.

Those insights went back to Join the Dots, who used them to plan the campaign, the timing and the messaging that would appeal to the right audience and maximise engagement.

The numbers

Results

170%increase in response rates over forecast
2:1outperformed the incumbent mover provider
100+data layers per address
32.7MUK addresses in PropertyDB

Outcome

By leveraging comprehensive data insight, Integra identified the optimal target audience for Abel & Cole. That foundation allowed Join the Dots to execute a highly focused campaign with exceptional results, and set a strong precedent for future activity, so Abel & Cole could keep expanding their customer base through precision-driven marketing.

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