Core disciplines: CRM/Customer engagement, Digital, Integrated marketing

One of the Top 30 most viewed agencies for 2017



Made For Me




The Challenge

Our challenge was to transform DFS’s traditional approach to direct marketing, and instead create a new kind of CRM with a target of £6M incremental revenue in year one of a three-year strategy.



The Solution

Previously, DFS ran huge direct mail campaigns with generous money-off coupons and large-scale door-drop activity. But they didn’t know what worked - so we stopped it. And then we introduced ‘Made for Me’: a personalised, data-driven, always-on multi-channel content strategy, designed to deliver the best sofa-buying experience.

We started by mapping the customer journey; fusing database analysis with quantitative and qualitative research to define it. We simplified the journey graphically, using it to educate and earn the all-important buy-in from the rest of the DFS business.

Our analysis identified that the key sofa purchase triggers were major life-stage events. We built a bespoke attitudinal segmentation for CRM using a proprietary geodemographic tool and tagged every record. We then created a new cleansed database and developed a single customer view for DFS.

Key to our transforming their approach to one-to-one communications was developing relevant content at every key step in the journey, learning and optimising as we went; something totally new to the business. We wanted our data-driven content strategy to engage new audiences and change brand perceptions – a task you might normally expect of TV. The ‘Made for Me’ CRM programme did that by engaging in a much more cost-effective, personalised and emotional way, relating every piece of content to the customer’s life stage to build a compelling and transformative story. 



The Results

The Connect tool delivered a 33% conversion uplift for participating stores, and 27% uplift in average customer order value and generated an ROI of £22:1.


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