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Wickes, one of the UK’s leading DIY retailers, needed a more effective way to engage and retain customers. Despite a broad product range, many shoppers stuck to a few categories, visited rarely, and didn’t see Wickes as a full-solution brand.
To fix this, they partnered with Deployteq and rolled out a data-led strategy focused on behavior change and segmentation. The result: more meaningful engagement, a new customer perception, and £7 million in added revenue.
Even with a wide range of products covering every DIY need, Wickes noticed a clear pattern: customers browsed only a few categories, visited rarely, and did not see the brand as a full-service solution.
These insights made it clear: Wickes needed to increase engagement and shift brand perception to drive more visits and broader buying behavior.
To boost engagement and unlock deeper loyalty, Wickes and Deployteq developed the Missions & Motivations Engine, a smart, data-powered framework that transformed how customers were guided through their shopping journey.
This approach didn’t just personalize communication, it reshaped the entire customer experience, turning data into action and significantly increasing engagement.
Implementing the Missions & Motivations Engine yielded standout results through personalized messaging and tailored experiences, transforming customer engagement and driving significant sales growth.
These results didn’t just prove the power of personalized marketing; they set the stage for future engagement strategies, opening the door to long-term growth and stronger connections with the audience.
The company is entering a new phase focused on live operations, finalizing key initiatives, and optimizing internal processes, while making a strategic shift from tracking program value to unlocking customer opportunity value by targeting high-potential segments and delivering personalized experiences that drive loyalty. This evolution underscores Wickes’ commitment to solving customer challenges and growing smarter; backed by data insights, clear segmentation, and personalized messaging, the brand is doubling down on engagement, retention, and lifetime value to reinforce its leadership in the DIY retail space.
Want to dig deeper? Read the full original Deployteq case study for even more insights and examples.
