Wunderkind + Leading UK Home Improvement Retailer | Home Improvement Retailer

Leading UK Home Improvement Retailer Achieves 3x Incremental ROAS with Wunderkind

One of the UK’s leading home improvement retailers partnered with Wunderkind to enhance their customer identification and personalization capabilities. They sought assurance that the revenue generated would be truly incremental to their business. By leveraging Wunderkind to dramatically scale on-site email capture and increase visitor identification rates, as well as implementing personalized, triggered 1:1 retargeting emails, the retailer experienced a 188% increase in revenue from owned channels. Before Wunderkind, the retailer’s email program contributed 2.4% of total digital revenue, which rose to 6.9% within eight months of implementation, representing a 3x incremental lift.

1 in 6

Visitors identified down to an email address vs. 1 in 20 pre-Wunderkind

188%

Increase in owned channel (email) revenue, from 2.4% to 6.9%

3x

Incremental ROAS achieved, by targeting high intent abandoners – exceeding the initial 2x iROAS goal and guarantee

We’ve been really impressed with the results, the incremental added value, and the return on spend we’ve seen from Wunderkind. Their ID technology is the differentiator that’s enabled us to communicate with customers in the run-up to conversion in a way we couldn’t previously. ”

Chief Marketing Officer, Leading UK specialist bathroom retailer

Challenge

With customers returning infrequently and no logged-in state on-site, the retailer’s customer identification rate was low, limiting their ability to engage customers with personalized touchpoints and messaging. This also constrained their ability to send high-converting, event-triggered emails, such as abandoned cart emails, forcing them to rely on mass, generic messaging and competition-driven lead generation.

Solution

Wunderkind’s proprietary Identity Network – which recognizes over 9 billion consumer devices and 1 billion opted-in consumer profiles – played a pivotal role in the retailer’s decision to partner with Wunderkind. By leveraging Wunderkind’s ID Graph, the home improvement specialist was able to effectively emulate a logged-in state for visitors, unlocking the ability to retarget opted-in customers with highly personalized cart abandonment and product catalog emails based on relevant stock updates. This unlocked a lucrative, untapped incremental revenue opportunity from customers the retailer would otherwise have missed. Additionally, Wunderkind’s brand-sensitive and user-conscious on-site capture experiences accelerated 1st-party database growth.

Result

With Wunderkind’s ID and on-site capture technology, the retailer saw significant performance improvements within just eight months (with control groups running from May to September 2023). From an email capture perspective, Wunderkind drove a 7x increase in monthly email captures compared to the previous solution, with 25% of these submissions leading to a purchase via any channel. The customer identification rate increased dramatically, rising from 1 in 20 visitors pre-implementation to 1 in 6 with Wunderkind. By scaling the available pool for event-triggered emails and introducing high-converting, personalized cart abandonment and product-focused messaging, the retailer saw an impressive 188% increase in owned channel revenue, rising from 2.4% to 6.9%, while achieving a 3x incremental ROAS.

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