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Reaching the right home movers at the right moment, and generating over £9 of sales for every £1 invested.
A UK furniture retailer wanted to win new customers by reaching households as they moved. People furnish their homes around a move, but being a home mover does not mean a household will become a customer. The challenge was building the right audience, reaching it at the right time, and proving exactly what the mailing was worth.
A generic living room or sofa, no retailer branding.
We built the audience from our home mover data, selecting only the properties at the right house value for the retailer and focusing on the areas around its stores. The mailing was timed around the move, reaching many households before their move had completed.
To prove the effect, we mailed over 22,000 households and compared them with over 77,000 similar home movers in the same areas. They were selected the same way and measured over the same period, but were not mailed.
Integra handled the data strategy, print and mailing, and tracked sales back to the households mailed.
Almost 90 of the households mailed have bought, placing over 90 orders at an average order value of over £2,000. The mailed group bought at 1.6 times the rate of the comparison group, and the difference is statistically significant. The mailing is driving additional sales.
Home movers furnish over the months that follow a move, so response builds steadily rather than arriving in the first fortnight. Over the same period the advantage over the comparison group widened from 1.2 times to 1.6 times.
Households reached before their move completed responded at more than twice the rate of comparable movers who were not mailed. It is an early sign that timing the mailing ahead of completion gives the strongest return.
These figures only count sales we can tie to the address mailed. Households who went on to order straight to their new address cannot be linked back, so the true return is higher. The audience is also still within its buying window, so we expect the total to keep growing.
A steady flow of movers. Every month a fresh set of households begins a move around the stores.
Before the move, every time. Keep the timing that performs best and refine it with each cycle.
Results that compound. Every mailing adds to what we know about the households that buy.
Tell us about the campaign and we will show you what the data can do.
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