TANGENT SNOWBALL

HOW WE GENERATED AN ROI OF 10:1 BY BRINGING DATA TO LIFE

HOW WE GENERATED AN ROI OF 10:1 BY BRINGING DATA TO LIFEWAFFLE FREE!!

WHO WE ARE:

CRM and Digital Agency

Specialists in B2B (2C)

Worked with Plumb Center for 6 years

Marketing Week Engage Award 2012 winner for our work with them

Our philosophy: if we can’t measure it, we don’t do it

OUR APPROACH

• Strategy based on

data insight

• Use technology to serve

businesses and people

• Gain single customer view

from disparate data sources

• Create technology solutions

to meet business needs

• Drive savings, efficiencies

and new revenue

• Create personal,

relevant communications

• Influence behaviour across

multiple channels

• Report on everything we do,

show value at each stage

• Help make the business case

for future campaigns

INSIGHT INNOVATION INFLUENCE

WHO ARE PLUMB CENTER?

Wolseley Group Company

The world’s largest distributor of plumbing and heating products

Traditional, operations-led business

Facing similar challenges to everyone else.....

CHALLENGES:

Falling revenues in a recession

Large, inconsistently engaged local store network

Not getting sales traction where it really matters

National brand, but with an intensely local focus

Lack of visibility on what works vs what doesn’t

Marketing treated as a ‘service’ rather than integral to the business

MORE FREQUENT, REGULAR, PROFITABLE CUSTOMERS

OK. SO WE ADMIT PLUMBING ISN’T VERY SEXY. BUT WE THINK THIS IS....

10:1 RETURN ON INVESTMENT£MILLIONS IN INCREMENTAL REVENUE‘SEA CHANGE’ IN COMPANY CULTURE

SO WHAT DID WE DO?

INSIGHT...

INSIGHT

High levels of cut through to be successful

Real business insights have to be delivered when and where they are needed

All strategy based on data - right message, right person, right channel, right time

Make sure all insights are actionable - ‘So what?’

OUR APPROACHTRANSACTION

SEGMENT BY CATEGORY &

VALUE

CREATE CAMPAIGN &

DEFINE OBJECTIVES

COMMUNICATE & INTERACT

BUILD LOCAL RELATIONSHIP

TANGENT SNOWBALL

INNOVATION...

INNOVATION

Tangent Snowball Dashboard

Contained vital information

• Promotional spend to date

• Their targets

• Their reward

• Their previous sales data

• Categories they were buying in and more importantly, not buying

• Their up-to-date contact information

INNOVATION

INNOVATION

INNOVATION

Regular, multi-channel, personal communications

Sent on behalf of branch manager

Customer facing microsite updated daily with personal spend

Personalised offers which incentivised spend in areas that customers were not

already spending

INNOVATION

INNOVATION

INNOVATION

INFLUENCE...

INFLUENCE

84% of branch managers accessed their dashboards during the campaign

Branches using their dashboard saw a 53% uplift in customers that hit their targets

Number of baskets during 2 months of promotion increased by 80%

AOV increased by 37% in the same period

INFLUENCE

LOOKING TO THE FUTURE:

Business is now accepting and inquisitive

Marketing now an integral part of the organisation

Increased use of multi-channel marketing

Promotional framework to content marketing framework

Can be used to ‘drive’ sales bumps when needed

Moving through the difficult ‘teenage’ years, and optimistic about the future

5 INTERESTING LESSONS LEARNED...

1. CULTURE:TO MAKE CHANGES, YOU WILL HAVE TO CHANGE THINGS

2. STAKEHOLDERS:PEOPLE WILL RESPOND IF YOU ADD REAL, MEANINGFUL VALUE TO THEIR LIVES

3. INSIGHT:GET INSIGHT TO WHERE IT MATTERS (AND WORK WITH GREAT PEOPLE)

4. TECHNOLOGY:MAKE TECHNOLOGY FIT YOUR BUSINESS (NOT THE OTHER WAY ROUND)

5. YOUR CAREER:EVERYONE LOVES THE PERSON WHO JUST MAKES A BUSINESS BETTER

6. BONUS LESSON:THE SOONER YOU START, THE SOONER YOU WILL SEE RESULTS

THANK YOU!