SkyIQ nets Homebase data strategy

SkyIQ nets Homebase data strategyHomebase is bolstering its data strategy by signing a three-year deal with BSkyB-owned SkyIQ to get its hands on detailed information about its customers’ TV viewing and shopping habits.
The move follows a pilot project, during which SkyIQ found that 39% of Homebase customers are also Sky subscribers, and of the 500,000 subscribers on SkyIQ’s viewing panel, 189,556 were Homebase customers.
The retailer also gets customer insight from its membership of the Nectar loyalty scheme.
Homebase marketing director Jo Kenrick said: “Our new ad campaign has been well received by customers, but it is vital to ensure the media budget behind it is effectively deployed. We want to reach those customers who are most responsive and likely to shop.
“SkyIQ enables us to do just that and we are very excited to combine what we know from Nectar data with new information that will help us be more relevant to home enhancers.”
The data insight specialist will work alongside Homebase’s media agency, Mindshare, while it also has a long-term relationship with Experian.
SkyIQ deputy managing director Stuart Johnston added: “This is a significant step forward not only for us, but for the industry as a whole. Homebase and Mindshare will be leading the field in using our viewing panel and insight at such a large scale, giving them unprecedented insight into the purchase behaviour of customers.”

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