Welcome series cements a 71% new customer retention rate for Screwfix
Challenge
Screwfix aimed to enhance customer loyalty and maximize the lifetime value of their most valuable customers. Despite previously sending welcome messages with voucher packs through direct mail, the company sought to transition to a digital approach to both improve customer experience and decrease costs.
Solution
Profusion learnt that trade customers who make five or more purchases within the first eight weeks exhibited a higher likelihood of becoming loyal, high-value customers. Recognising this pattern highlighted the importance in engaging and retaining these customers from the outset of the relationship.
We implemented an automated canvas through Braze to deliver a series of welcome messages, spanning eight weeks, to highlight the benefits of choosing Screwfix but also educate on the range of services available and the exclusive advantages of being a Trade Plus member.
The journey used promo codes to deliver unique vouchers, segmentation to prompt reminders for users that hadn’t redeemed, liquid to dynamically adapt content based on services/features adopted thus far and “connected content” to recommend products based on trade type and current stock availability.
Result
84% placed an order within 3 days of receiving a message
71% retention rate - subsequently placed order after 30 days of exiting canvas
57.7% unique open rate (+25% compared to average for Screwfix)
4.8% unique click rate (+233% compared to average for Screwfix)
4.1% downloaded app following app download email
Sound good?