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Case Study

How Toolstation transformed customer engagement through data-driven personalization and multichannel strategy.

Overview

DIY and Trade serving retailer wanted to evolve from a traditional store focused business to a modern multichannel operation that puts data and personalization at the heart of the customer engagement process.

Short Term Goals

  • Deploy CRM tooling
  • Drive sales
  • Test & learn to inform future Loyalty approaches

Long Term Goals

  • Scale personalized approaches
  • Scale Digital activity
  • Deploy Loyalty scheme

Approach: Six-Stage Transformation

1. Fast Deployment of Ecrebo Coupon Solution to All Stores

  • 2.7% uplift in sales
  • Insights generated to inform Loyalty strategy

2. Deploy Ecrebo Multichannel Promo Engine

  • Standardized approach across store & dotcom
  • Infinite numbers of promotions are now possible with huge operational savings for setup

3. Launch Loyalty MVP Powered by Ecrebo

  • Simple x% off when spend £x in a month
  • Huge success seen

4. Enhance Digital Journey Powered by Ecrebo

  • Mobile engagement through the App
  • Product offers surfaced through dotcom
  • New types of offers to drive basket spend & variety

5. Personalization at Scale Through Ecrebo Coupon

  • Next best action personalized offers issued driving basket spend and cross shop

6. Loyalty Scheme v2 Launched After Ecrebo Collaboration

  • Tiering system deployed with real time shifts across tiers with Ecrebo Audience Builder enabling
  • Immediate sign up and benefit realization for customers, powered by Ecrebo
  • Enhanced services and offers enabled by Ecrebo
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