Wickes, the DIY and trade home improvement retailer, has turned its back on the big agency networks to appoint marketing technology business Team ITG to deliver the company’s omnichannel customer experience strategy and execution.
Following a three-month Oystercatchers-led process, Team ITG and its strategic partner, Emerald Thinking, will build a new data platform for Wickes, dubbed the Missions and Motivation Engine.
It will be built using a variety of first, second and third-party sources, designed to boost customer recommendations and, ultimately, engaging omnichannel experiences.
Team ITG was launched in 2009 by former SP Group and St Ives chief Simon Ward, with a senior team that included ex-Royal Mail and Asda boss Allan Leighton and business guru Rene Carayol.
The company’s CanopyCloud marketing technology suite, supported by 800 staff and a 24-hour creative production studio, already manages the global marketing operations of over 100 major brands, including Heineken, Škoda, Puma, Renault, M&S, and David Lloyd Leisure.
By implementing the different modules of CanopyCloud – CanopyWorkflow, CanopyDAM, CanopyCreate and CanopyDeploy – as the backbone for its scalable omnichannel delivery, Wickes will aim to drive communications to market at pace.
The company is owned by Travis Perkins; it has 230 stores throughout the UK selling supplies and materials to both trade and DIY customers.
Wickes multichannel director Paul Canavan said: “We were impressed with how Team ITG and Emerald Thinking interpreted our strategic vision. The proposal was a great fit for our digitally-led business, and brought to life how the use of technology and data will help us to build stronger and more meaningful relationships with our customers.”
Ward added: “Team ITG and our independent partners are demonstrating that there is another path to innovation and advanced use of data away from the traditional agency models and tech platforms. I am over the moon and proud that Wickes have chosen us for their exciting programme of transformation.”
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