From Traditional to Data-Driven: Brico's Customer Journey Transformation

Executive Summary

Brico’s transition from traditional marketing to a data-driven approach has significantly enhanced its customer engagement and revenue growth. By meticulously managing and optimizing every touchpoint across the Customer Decision Journey, the company has achieved consistent growth in key performance indicators.

Facing intense competition from online retailers and evolving consumer expectations for seamless omnichannel experiences, Brico recognized the necessity of a dynamic CRM strategy. Detailed customer data—ranging from living situations to property specifics—empowers the marketing team to deliver personalized communications and timely, relevant offers and content based on identified DIY projects.

Results

Managing and optimising all touchpoints across the Customer Decision Journey has resulted in consistent growth on all our Key targets.

Having an active database is essential to reach our In- and Out of Market buyers at all times and drive revenue for Brico. The database is showing double digit growth year after year, while consistently growing customers from one-time purchase to a loyal fanbase.
 

This results in a company-wide belief in a data-driven marketing approach:

• >50% of the database engages at least once per month
• 35% consistent yearly growth of Brico App customers
• 15% year over year growth of loyal customer
   

“Loyalty & CRM have become an essential part of our Marketing Strategy. Brico has evolved from a traditional to a data-driven marketing retailer and we could not have done this without Springbok.”
Sophie De Spiegeleer, CRM & Loyalty Manager

Our Approach

The Big Idea

Brico aims to enhance customer loyalty and drive repeat purchases by implementing effective CRM strategies that leverage data-driven insights. In an increasingly competitive market, Brico recognizes the need to improve its omnichannel experiences and provide personalized, seamless interactions for customers.

The Strategy

Brico collects essential data (e.g., home ownership, outdoor spaces, DIY needs) to craft personalized marketing communications. By identifying "In Market Buyers" early and staying relevant to "Out Market Buyers," Brico ensures continued engagement. Additionally, Brico uses data to propose Next Best Offers (NBO) based on specific purchases and DIY projects, driving further sales and enhancing customer satisfaction.

The Process

• Brico integrates data collection throughout the entire customer journey to make informed, data-driven decisions.
• Using Marigold, Brico automates personalized journeys, ensuring seamless lead management, real-time updates, and tailored follow-ups.
• With the help of Marigold, Brico optimizes its marketing campaigns, improving efficiency, engagement, and conversion rates.

This approach has allowed Brico to deliver highly targeted content and maintain strong customer relationships through personalized, data-driven experiences.