31 Jul 2012: Soft furnishings specialist Plumbs has rejuvenated its lead generation strategy with help from Callcredit Marketing Solutions as it commited to driving new sales and retaining existing customers.

Plumbs delivers over 1,000 made-to-measure orders each week and appointed Callcredit following a decline in new leads being generated from their traditional marketing strategy. Callcredit recommended creating a bespoke analytical model (based on Callcredit’s consumer database which holds approximately 43 million consumers) in order to establish a clear profile of Plumbs’ current customer base and then analyse this data to build a profile of potential new customers.

As a result, Plumbs have been able to build a marketing campaign targeting the most responsive and profitable customer types - thereby reducing wasted marketing spend and subsequently driving more new sales.

Emma Curtis, Database Marketing Manager at Plumbs, commented: "Since we have been utilising Callcredit's profiling data we have significantly improved our Return on Marketing (ROM) on our reactivation programme in addition to recruiting a wealth of new reupholstery customers with high lifetime value. From the three separate acquisition campaigns released to date, Plumbs have been able to generate over three times in new sales the level of investment. Essentially we wanted to ensure that we had the right quality of leads rather than just quantity, the prospect model created by Callcredit ensured that the mailings were sent to the correct and most profitable customer types".

James Robinson, Senior Account Manager at Callcredit Information Group, said: “Through working with Plumbs and using their wealth of customer data, we have been able to use our ‘Core’ consumer database to identify more accurately the exact profile of a Plumbs customer.  This has allowed Plumbs to gain more insight to target and acquire new customers but also at the same time build an effective strategy to re-ignite lapsed customers.

“The results have been very encouraging – evidence that it is worth investing in data and insight in order to get to know your customers better and produce more targeted marketing strategies.”