Wickes, one of the UK’s largest home improvement retailers, has long been a destination for traders and DIYers alike. Wickes tasked Good Growth with growing the number of customers utilising its Click & Collect proposition – the reasoning for this was to reduce fulfilment costs, whilst also driving footfall back into stores.
This activity presented several initial questions:
To fully understand the issues at hand, Good Growth embarked upon a strategic programme of activity that began with establishing a rich understanding of the data, modelling of value opportunities, and identification of orders viable to move from home delivery to Click & Collect, blended with customer insight. This helped to build the business case and inform our ongoing programme of innovation.
Actionable Data: Collaborating with Wickes’ internal teams, we formulated a range of metrics to assess current performance. This was achieved through an extensive analysis of customer journeys, surveying, and thorough auditing of analytics.
Customer Insight: We integrated quantitative and qualitative data to create detailed, practical insights into the reasons why customers may fail to engage with the Wickes Click & Collect proposition, which led us to develop several strategic themes regarding reasons for failure: Priority, Availability, Urgency and Practicality.
Test & Learn: By engaging in iterative cycles of testing after building and interrogating robust data sets, we were able to implement new onsite experiences quickly and efficiently, allowing us to measure commercial impact at pace.
The optimisation work completed by Good Growth, alongside a move to a 30-min Collection promise, successfully enhanced the Click & Collect proposition, driving customer behaviour change and leading to a 5.6% sales increase in Q2 2023. Our strategic, data-driven approach — focusing on early customer journey stages and rigorous testing — has so far allowed us to capture 45% of the projected opportunity and achieved an impressive 800% ROI. This showcases the effectiveness of our methods in promoting cost-effective fulfilment options, driving in-store footfall, and leveraging continual innovation in creating robust, customer-centric digital solutions.