From embarrassment to pride: How Wickes is addressing its ’empty awareness’ problem
By segmenting its audience into three groups, Wickes is aiming to create shifts in its marketing communication, without “throwing the baby out with the bath water”.
Wickes’ efforts to broaden its brand proposition results in female customer boost
Matthew ValentineHome improvement retailer Wickes says it has increased its female customer base by 69% thanks to its “proactive marketing to women”.
‘Tip of the iceberg’: How Wickes used AI to drive £7m in incremental revenue
Charlotte RogersMarketing boss Gary Kibble believes his team are only “in the foothills” when it comes to exploring the commercial potential of the retailer’s AI-powered segmentation model.
How Wickes used machine learning to fuel hyper-personalised targeting
Marketing Week ReportersMachine learning helped the home improvement retailer develop personalised communications for its two target audiences – everyday consumers and the professional market.
An effectiveness case for designing distinctive online shopping experiences
Dave JonesEcommerce sites often stick to boring templates, but there’s clear evidence for the commercial benefits of making them stand out from the crowd.
CPG innovation down 20% across Europe, study finds
Emily ManockDespite falling sales, the UK remains one of the leaders of innovation in consumer packaged goods across Europe.
How Boots took its healthcare marketing on a ‘transformative journey’
Amrit VirdiBoots’ new behaviour change campaign is aimed at getting consumers to see the retailer as the first port of call for their healthcare needs.
Ad-funded SVOD triples weekly reach as smartphone viewing overtakes TV
Grace GollaschAccording to a new IPA report, ad-funded SVOD services now reach 30% of adults each week, up from 11% in 2024.