Wickes: Showroom customer journey mapping

Wickes needed an end-to-end experience for its valuable customers looking to purchase fitted kitchens and bathrooms. It had been relying on seasonal sales-focused communications, but knew that a full funnel approach building on initial interest and developing preference across the journey would be much more effective.

The objective

Working as Strategy Director at ITG, I led on creating an entirely new responsive journey across touch points, from initial interest via search and web engagement all the way to post-sales upsell.

The objective was to identify, target and nurture customers from interest to conversion.

The solution

We began by mapping the customer journey from initial research, booking an appointment online or in-store and receiving a design visualisation and quote to completing purchase and installation of the solution.

We then used first party data, voice-of-the-customer data and stakeholder feedback to identify the touch points where there was opportunity to communicate and improve the journey via email, SMS or direct mail.

We mapped the journey visually through the multiple stages making recommendations for targeted communications to either expedite the journey or up/cross-sell.

Creative development and personalisation

In addition to making recommendations for optimising the journey, we used insight from social listening and ITG customer panels to build an entirely new inspirational approach to communication content and design.

We turned this into a flexible design system that we could use to create personalised, dynamic communications, making next best recommendations based on customer engagement.

Results

Our new showroom journey has received great feedback from customers, who value our new rich, editorial approach to communications. Additionally, our journey has resulted in a 20% engagement increase and a 5% conversion increase.