Homebase is obsessed with gathering data on gardening customers
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Matthew Compton, Homebase Trading Director for Garden & DIY, has admitted that his company is obsessed with customer data, which it uses to shape its marketing and product sales.
Addressing the GIMA Day Conference, Matthew said the Nectar card was invaluable in gathering vital information on those gardeners who shopped at Homebase.
"The Nectar card allows us to know what people are buying, and that basket data means we can start building histories on our customers.
"In our experience you must consider customer loyalty as being part of your marketing campaign because it gives a great return on investment."
Unsing the Nectar card data, Homebase knows that its customers are:
- Over 50 years old
- 63% are female
- 92% have a back garden
- 50% have a front garden
Matthew offered GIMA delegates the following recommendations:
- Invest in providing online content and extensions
- Work on creating products and displays that inspire or make it really easy
- Equip great people to give a great service
- Invest time in developing the right fulfilment capabilities.
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