Leading German Retailer Drives Customer Growth with Acxiom’s Data-Driven Marketing
Introduction
A Legacy Brand and the Need for a Competitive Edge
A family-owned business based in Germany has been a cornerstone of craftsmanship and quality for over a century. With a legacy spanning more than 100 years, the company employs over 4,500 people. Specialising in interior design and craftsmanship services, the organisation is deeply rooted in tradition but remains agile in adapting to changing market dynamics.
The customer was looking for new ways of acquiring customers due to adjustments in the business model. To achieve this, the company partnered with Acxiom to identify and engage a new consumer base using data-driven strategies.
The Challenge
New Ways to Acquire the Right Customer Audience
The company found itself at a crossroads. It needed to redefine its value proposition and offerings, aiming to focus on craftsmanship services as a differentiator in a crowded market. However, with the introduction of the new business model, new questions emerged:
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?
The goal was twofold: to drive in-store traffic and to showcase the value of their craftsmanship services, ultimately acquiring new customers who would appreciate their unique blend of products and expertise.
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. 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.
Email: 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.
The goal was twofold: to drive in-store traffic and to showcase the value of their craftsmanship services, ultimately acquiring new customers who would appreciate their unique blend of products and expertise.
Results
Outstanding Growth Through Data-Driven Marketing
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Print mailing achieved a 36% higher response rate than flyer distributions by hand
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META and in-app ads drove substantial engagement, contributing over 13,000 page visits
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The email campaign increased revenue per purchase by 40% compared to the customer’s own email newsletter.
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400 coupon redemptions, providing tangible evidence of customer conversions.
Key Takeaways
Why the Client Chose Acxiom’s Data-Driven Expertise
The retailer approached this collaboration 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 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.”
Head of CRM & Market Research
Conclusion
This partnership demonstrates the transformative potential of data-driven marketing. Together, the client and Acxiom successfully identified and connected with the right customers, delivered exceptional results, and set the stage for continued success. This case study highlights how businesses can achieve growth by embracing innovative, data-led strategies.
