Case study
Right sofa, right moment: Reaching movers when it matters
How we helped a UK furniture brand turn home mover data into a scalable acquisition channel.
The client
Our client is a UK furniture brand known for stylish “sofa in a box” designs, fast delivery, easy assembly, and practical features such as easy-clean fabrics, 100-day returns, and a 15-year frame guarantee.
What they wanted to achieve
They wanted to explore how their sofa range could be marketed more effectively to UK home movers at different stages of the moving journey. The aim was to test targeted messaging before, during and after a move, identifying which propositions, offers, fabrics and creative approaches would resonate most strongly with new movers at the exact moment they were in the market to purchase new furniture and setting up their new home.
Our approach
We ran a three-month evaluation campaign, mailing 5,000 new home movers each month. First, we worked with the client to define what their “golden customer” looked like, then selected the Mover Alerts data variables that best matched that profile. The test included homeowners as well as higher-income renters, enabling us to compare audience performance across different mover segments. We also tested pre- and post-move timings, alongside different creative pack formats, including versions with and without fabric swatches. Response data was then evaluated to determine which audience, timing, proposition and pack format delivered the strongest results, creating the evidence base for a full UK-wide rollout.
The budget for this evaluation was £5,000 per month to include all elements of the campaign. £15,000 over the 3-month evaluation period.
The outcome
The evaluation showed that the simplest creative pack format generated the highest response while also being the least expensive to produce and mail and targeting households post-move was also the most effective. Across data, print, mailing services and postage, the total campaign cost was £0.85 per mailing, while the client generated £350,000 in revenue during the three-month trial period. Based on these results, the campaign is now being rolled out UK-wide to all home movers who match the client’s golden customer profile.
testimonial
From the client’s mouth
Working with the Mover Alerts team has completely transformed how we think about reaching home movers. We knew there was a significant opportunity within the new mover market, but we needed robust evidence to understand exactly when and how to engage customers during their moving journey.
The team worked closely with us to identify our ideal customer profile and built a highly targeted test campaign using their mover data. Their strategic approach allowed us to compare different mover audiences, timings, offers and creative formats, giving us valuable insights that would have been impossible to achieve through broader marketing channels.
What impressed us most was the quality of the analysis and the actionable recommendations that followed. The evaluation clearly demonstrated which audiences were most responsive and, perhaps surprisingly, showed that the simplest creative pack delivered the strongest results while keeping costs to a minimum.
The campaign has given us complete confidence in the home mover audience and has provided a scalable model for future growth.
We now consider Mover Alerts to be a key strategic partner, and based on the success of the trial we are rolling the campaign out nationally. We would highly recommend their expertise, data quality and consultative approach to any brand looking to engage customers at one of the most important purchasing moments in their lives.
Marketing Director, leading UK sofa and furniture retailer
Own the move. Own the customer.
The home mover moment is predictable, measurable and profitable. If you’re ready to turn home mover insight into growth, book a demo or speak to our team to see how Data Heads can help you acquire, retain and protect more customers.