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Shedding new light on VELUX’s commercial offering
Our data analysis and segmentation tools helped VELUX unearth multiple exciting new business opportunities.
VELUX holds a market-leading position and enjoys strong brand recognition in the domestic window sector within the UK and Ireland. In 2012, it launched its first product specifically designed for commercial applications – VELUX Modular Skylights (VMS).
To help overcome the misperception that VELUX only operates in the domestic market, we developed a bespoke prospect pool and segmentation of commercial architects across the UK, combining both first party and third party data. VELUX used the prospect pool as a lead generation tool to acquire, nurture and convert sales appointments for its new commercial offering. This new approach boosted take-up of this new product line and provided a rich data resource to understand the market better.
Opening a door to new data opportunities
A large organisation like VELUX generates huge volumes of data. To highlight the business opportunities of this rich resource, we conducted a data audit of the existing systems and databases across the business. By interviewing various key stakeholders, from C–suite executives down, we helped VELUX understand the data it has and identified a large number of commercial opportunities to improve business processes through better use of data.
Unlocking personalised communications through segmentation
VELUX’s new installer loyalty programme provided new insights into the people and organisations which install its products. We helped turn this rich data into a business opportunity by creating a segmentation model that allowed VELUX to identify its most valuable installers. This then allowed VELUX to personalise communications to this audience to improve relevance and boost ROI over the longer term.