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Case Study › Brico

Increasing customer acquisition at Brico

Increasing customer acquisition at Brico

Home improvement and garden retailer Brico wanted to create a unique brand experience for their customers using marketing automation. From increasing customer acquisition to nurturing relationships, we were ready to help them through every step of the process.

Business challenge

Get Brico to excel in customer-first marketing by helping them acquire, unify and grow their customer database and use it to develop personalised brand experiences for every user.

Insights

To create content that’s relevant for every Brico customer, we first had to identify them. But gathering insight from in-store registrations proved to be a difficult task.

Ideas

1. Acquire

To make the process simpler for customers and employees, we split up the registration process into two parts. Cashiers only had to ask for essential info at the checkout line, and afterwards, customers could opt-in for the card at home

2. Unify 

With a large pool of customers, we then needed to create a digital ecosystem that organises the data and keeps the user at the centre of it all.

Using Selligent Marketing Cloud, we collected relevant customer data from multiple channels and used it to deliver relevant content back to them through the same tracks (and beyond).

3. Grow

No Brico customer is exactly alike, and we wanted to make Brico served up content that catered to different customer segments. We ran two audience segmentation projects and one behaviour-based marketing automation campaign to increase engagement and traffic.

Audience segmentation

Defined “golden questions” to learn more about Brico customers. The responses to these questions provided input on what type of content a user wants to see.
Developed a digital platform that provides special discounts for shoppers’ DIY home projects. An interactive entry interview enriches their profile and gives Brico insight on what products to offer them.

Behaviour-based automation

Worked with a Brico taskforce to implement a Selligent Site proof-of-concept (aka the Garden POC). The goal was to see if targeting content about gardens to “assumed garden owners” would increase engagement and results.

Impact

The results for our efforts resulted in:

400%

increase for in-store Brico registrations

bigger impact in personal communication

40%

decrease in opt-outs

Brico_visual_2 (1)

— By using almost the entire Selligent suite, we were able to build a digital ecosystem.

Brico_visual_1 (1)

— A mockup of the welcome page for new users.

Got a project?

We’re more about the walk than talk, but if you have an idea for your customer experience project — we want to hear it!

About Brico

Brico is a Belgian building market. The shop focuses mainly on DIY products, but also sells gardening products. It has more than 145 stores nationwide, more than half of which are franchised. They offer different shop formats, ranging from Brico City, Brico Plan-it to their webshop. Brico is part of the Maxeda-group, market leader for the DIY-market in the Benelux with 345 shops and close to 7000 employees.

Founded

1973

Website

Area

Belgium

Industries

Construction
Do-it-yourself
Gardening

Got a project?

We’re more about the walk than talk, but if you have an idea for your customer experience project — we want to hear it!

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