The consumer-first approach to customer acquisition.

Brico X Marketing automation

The consumer-first approach to customer acquisition.

Background

Brico’s chain of home improvement and garden shops is popular throughout Belgium for its wide range of equipment, tools, and other items for construction, DIY projects, and gardening. However, even with its long customer relationships, wide retail network, and digital touchpoints, the brand found it difficult to create a unique brand experience for every customer. So, how do you build personal connections and deliver a unique experience for every customer?

Area

Belgium

Industry

Retail: Home improvement & garden

Connected Services™
we provide for Brico

Solution

Imagine entering a Brico shop or visiting one of their digital touchpoints and seeing something that is relevant for you. That was Brico’s goal, but they were finding it difficult to achieve.

Before Brico could deliver relevant content, they needed to know who their customers are. So, we implemented a three-step plan to help Brico gain, maintain, and grow its customer database.

1. Acquire
The customer registration process was simplified, with cashiers asking for essential info at the checkout and customers finishing their registration and opting-in for their Brico card at home.

2. Unify
Gaining insights from a large pool of customers needs a digital ecosystem that focuses on users. We used a Selligent Marketing Cloud to collect customer data from multiple channels and deliver relevant content to customers via the same channels (and beyond).

3. Grow
All Brico customers are different, and we wanted to ensure that Brico delivered content that catered to each customer’s preferences. To work out what those preferences are and increase engagement and traffic, we ran two audience segmentation projects and one behaviour-based marketing automation campaign.

Results

Brico wanted to develop personalised brand experiences for every user. Thanks to our campaign, there was a 400% increase for in-store Brico registrations, with 6x more impact from the personalised communication. The open rate for emails increased to 70%, a rise of 38%, and 40% of all opt-outs were avoided.

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