Toolstation wanted to move their trade customers from a much-loved but costly catalogue mailing to an under-utilised website that offered a broader range of products and more cost-efficient sales. Counter-intuitively, the best way to do this was with direct mail.
Our data team built a targeting model based on actual and predicted behaviour. From this, our creatives developed a hyper-personalised pack where QR codes were transformed into icons of departments customers shopped in, providing them with their own unique Toolstation store on-the-go.
The results? A dramatic shift in shopping behaviour from the catalogue to online, a better experience for customers, and increased sales and profits for Toolstation.
Best Digital Strategy: Silver
B2B: Silver
Havas helia
Toolstation
External partners