CASE STUDY

Hammer Heimtex Drives Customer Growth with Acxiom’s Data-Driven Marketing

Introduction – Hammer Heimtex’s Legacy and the Need for a Competitive Edge

In 1921, brothers Theodor and Wilhelm Schlau founded a paint wholesale business in Minden. At the beginning of the 1970s, the market situation changed when the first DIY stores opened in Germany. The management recognised the opportunities and added his own specialist store concept to the wholesale business: Hammer Heimtex!

The group employs over 5,500 people. The brand specialising in interior design and craftsmanship services, is deeply rooted in tradition but remains agile in adapting to changing market dynamics.

The client is looking for new ways of acquiring new customers. To achieve this, the company partnered with Acxiom to identify people for whom the USP of Hammer Heimtex is relevant and to be able to address them directly in a marketing campaign.

The Challenge – New Ways to Acquire the Right Customer Audience

For many years, Hammer Heimtex has been offering design that combines advice, craftsmanship and the right products for consumers. The product range consists of carpet or hard flooring, wallpaper, wall paint and curtains and Sun protection (internal or external blinds).

The company’s goal was twofold: to drive in-store traffic and to showcase the value of their craftsmen services, ultimately acquiring new customers who would appreciate their unique blend of products and expertise.

This led to thefollowing questions:

• Who were their ideal new customers?
• How could they find and connect with these individuals?
• And how could they ensure that their efforts translated into measurable outcomes?

Acxiom’s Solution – Data-Driven Marketing Strategies to Identify and Engage Ideal Customers

To address these challenges, Acxiom leveraged its data-driven expertise to deliver actionable insights for Hammer Heimtex. By combining advanced data analysis with market research, Acxiom provided a comprehensive understanding of customer behaviours, preferences, and tendencies. This analysis enabled the identification of valuable customer segments and informed the development of a targeted campaign strategy.

The strategy employed a range of channels:

White Mailing:

Personalised print mailers sent to targeted households.

Emailing:

A tailored newsletter distributed to key recipients.

META Ads:

Social media campaigns delivering significant ad impressions.

Mobile In-App Ads:

Google DSP ads reaching audiences on mobile devices.

At the heart of the campaign was a “Drive to Store” approach, incentivising customer visits through redeemable coupons for craftsmanship services. This created a direct link between marketing efforts and measurable results.

Results: How Acxiom Helped Hammer Heimtex To Find the Right New Customers

The campaign delivered excellent results, showcasing the effectiveness of Acxiom’s data-driven approach. Key outcomes included:

Key Takeaways: Why Hammer Heimtex Chose Acxiom’s Data-Driven Expertise

Hammer Heimtex approached this partnership with a clear ambition: to find innovative ways to acquire new customers. Acxiom’s expertise in data and marketing strategy not only helped the company achieve its goals but also exceeded expectations. The leadership team at Hammer Heimtex expressed satisfaction with the outcomes, recognising the effectiveness of a data-first approach.

“We were looking for innovative ways and Acxiom’s insights and expertise allowed us to rethink our customer acquisition strategy entirely. The data-driven approach helped us identify the right audiences. The results speak for themselves – significant new customers and measurable ROI.”

Denis Kowalzyk Head of CRM & Market Research Unternehmensgruppe Brüder Schlau