How Dunelm transformed disconnected customer data, into ‘targeted gold dust’
Discover how Dunelm utilized disconnected customer data to create targeted marketing campaigns that increased revenue. Read on to learn more!
Challenge:
Dunelm needed to unify their disparate ‘owned’ first-party data on a single platform and make it actionable.
Solution:
Dunelm chose the Tealium Customer Data Platform (CDP) to fix an omnichannel data disconnect and unify its customer data onto a single platform. Leveraging a CDP has given Dunelm an ‘out of the box’ and user-friendly solution that has been rolled out across the business which enabled Dunelm to deliver behaviour-led campaigns and drive purchase frequency.
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Results:
The ability to leverage Tealium AudienceStream has been crucial in Dunelm being able to deliver a number of behaviour-led campaigns. Dunelm is now able to match over twice as many users who abandon baskets, seeing a conversion uplift of +15%.
Another successful result seen by Dunelm is the campaign ‘Favourite Category’, which dictates content within Dunelm’s ‘Welcome Journey’ for new contacts. Being able to personalise with the use of unified first-party data has led to:
- +7% click through uplift
- +23% conversion rate uplift
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