DIY Retailer
Challenge
The DIY audience is highly unpredictable, which makes effective personalisation a challenge. A customer who paints their living room in January this year offers no clear signal that they’ll repeat the project next January.
Approach
A leading DIY retailer launched a pilot program to test the impact of capturing project interests and tailoring personalised, nurturing messages around them.
The goal was to run an A/B test: new subscribers were split into two groups - test and control. The control group consisted of subscribers who were not shown a preference form. The test group, on the other hand, received and completed a preference form indicating their project of interest, followed by a series of personalised emails aligned with their chosen project.