Success Story
Finecast drives footfall and sales uplift for leading UK home improvement & garden retailer
23%
Conversion of devices seen in-store as % of devices in catchment area
5%
Increase in actual store visits vs. expected store visits
2.10%
Increase in average weekly store visits for the full B&Q estate
Background
The UK’s leading home improvement and garden living retailer
B&Q is the UK’s leading home improvement and garden living retailer, helping customer have smarter homes since 1969.
Challenge
Drive kitchen sales
January is a key retail period for B&Q, when customers are actively looking to renovate their homes. B&Q wanted to raise awareness of their 20% Off Winter Kitchen event amongst homeowners, and in turn increase footfall to store, and they wanted to understand if using Finecast’s sophisticated targeting capabilities could help them to do this.
Approach
Build fully bespoke audience segments for B&Q’s audience
To find B&Q's target audience Finecast utilised a YouGov panel to identify people who were classified as Kitchen Homeowners and mapped to the highest indexing Experian and Axciom targeting segments. This was then overlaid with Mastercard ‘Home Improvement’ transactional segments.
Finecast and Wavemaker worked with Blis to implement a control vs. exposed footfall uplift study, to measure footfall to a balanced subset of B&Q stores.
Finecast and Wavemaker worked with Blis to implement a control vs. exposed footfall uplift study, to measure footfall to a balanced subset of B&Q stores.
We were very pleased with the results of our campaign. Addressable TV with Finecast enabled us to reach our target audience and drive store traffic and kitchen sales during our campaign.
Results
The campaign was very successful in driving footfall to select B&Q stores, all across the country.
Impact of the campaign can be measured across two key metrics: conversion and uplift. Stores and the surrounding catchment areas that were exposed to Finecast activity witnessed a +23% greater increase in store visit conversion (51% increase) than those in the control group during the campaign period.Stores in the exposed group saw an average +5% uplift in visitor numbers across the 5 weeks of Finecast activity versus the expected level (derived from the pre-campaign period and control region levels).
Credits: Photos by roam in color, Jeff Sheldon
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