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Elevating direct mail through property data and mover timing, targeting prospects over 20 times more likely to buy.
ScS, one of the UK's leading furniture retailers, wanted a direct mail campaign that would drive in-store footfall and deliver significant incremental sofa sales. They also needed those customers to be within a convenient drive time of a store. The challenge was identifying the right customer segments and optimising follow-on sales across all product categories.
An ScS showroom interior, or a direct mail pack alongside a UK home.
We analysed ScS's transactional data, covering purchase history, transaction dates and amounts, product categories and customer location.
That was layered with PropertyDB, which holds data on over 32.7 million UK residential properties, combined with our proprietary demographic segmentations. Together they surfaced the data points that identified prospects over 20 times more likely to make a purchase.
Our home mover data enriched the targeting further, tracking households across three critical stages: pre-movers with properties newly listed, on-movers currently in the process, and post-movers who had recently relocated. Overlaying store locations let us target customers within an ideal drive time of their nearest store.
ScS provided the creative direction. Integra handled data strategy, print and mailing logistics across A5 postcards and mini four and eight page brochures, each timed to land at the right point in the moving and buying journey.
By using PropertyDB's demographic insight and continually enhancing its predictive capability, Integra delivered a significant uplift in incremental sofa and furniture sales, increased foot traffic to stores, a boost in engagement across all product categories and a strong return on investment. Integra remains a strategic partner for ScS, driving both immediate results and long-term success.
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