Furniture Village - home movers case study

Every year 1.5 million households move and, according to the Association of Directory Publishers, people spend more in the first six months of moving than over the next five years. Furniture Village wanted to access this highly receptive audience through direct mail in a bid to target new customers and existing ones at this crucial lifestage.

With the help of a Royal Mail data consultant, the furniture retailer identified home movers within a one-hour travel radius of the company’s 36 stores while extra layers of detail uncovered further segmentations, including wealthy neighbourhoods, retired occupants and those in smaller family homes.

A total of 120,000 A5 mailers were dispatched between June and October 2008 via the Royal Mail Home Movers Mailing Service. It achieved an ROI of 5:1 and acquired a considerable number of new customers for the company. ‘With Royal Mail’s help we’ve managed to approach a market that is very relevant to our business but which we’ve never explored before,’ says Navinder Thaliwal of Furniture Village.

Contact one of Royal Mail's data consultants for free expert advice.