Advertiser ■ Homebase
Industry ■ Retail
Media used ■ addressed mail, web
Target audience ■ 500,000 customers
Date ■ 2014
Homebase is a British home improvement retailer and garden centre, with 323 stores across the United Kingdom and Republic of Ireland. The company is part of Home Retail Group, together with Argos. Spring is an important time of year for garden retailers such as Homebase, which generates half of its revenue during the season. ‘Let’s Get Gardening’ targeted 500,000 customers, aiming to engage them early enough to build loyalty throughout spring.
IDEAAiming at inspiring and motivating recipients, Homebase created a multi-layered direct mail piece containing a garden planner, special offers, and handy hints and tips. The direct mail piece was supported by a survey, a dedicated website, and follow-up marketing to encourage recipients to keep the Homebase brand top-of-mind. To keep the mailer useful and retainable, offers were valid throughout the season and kept customers coming back as their project expanded. A survey prompted people to share their plans, triggering further DM and email activity when transactions showed they had started. And to help keep the customer enjoying their project, they could share their success with the community at www.getintogardening.co.uk.
The results were: 81.7% of the recipients got gardening, visiting Homebase 33% more often and spending £110/€158 on average (20% more than the control group, with a total incremental revenue of £866,000/€1,273,000). Homebase also enjoyed long-term brand engagement and loyalty: customer life-time value rose 8% year-on-year, driven by increased retention, whilst customers moved onto other decorating and home improvement projects. 27,594 completed the survey, allowing Homebase to talk more personally to them. And the campaign has been expanded it into autumn, making it a year-round programme. Homebase’s campaign won the Silver Award for ‘Best Use of Direct Mail’ at the 2014 DMA Awards.