The scheme called Re:home is designed to help solve the direct marketer's challenge of targeting those who are moving home and who are traditionally most likely to be open to offers from utility, furnishing or white goods retailers.
Re:home is set to launch in March and aims to effectively target home movers at the right time with the right offer.
Between 1.3m and 1.5m people move house each year in the UK and it is a major trigger for changing products and services. It is estimated that on average, consumers spend over £5,000 in the years following their move.
Traditionally a very difficult sector to target, DbG and Omnosco launched the Movers Dynamics file last October, capturing 80% of people in the home moving market at any one time through a network of more than 1,200 estate agents nationally. The file is also available for purchase through DbG.
On the back of this marketing communications specialists, The Ark developed a consumer pack targeting people on that list.
Re:home claims to be unique in that it targets consumers from the moment they register on the Movers Dynamics file at their estate agents and tracks them as they exchange or when they complete and finally move.
People registered on the Movers Dynamics file will receive a Re:home mail pack containing a letter and a brochure with exclusive offers from a variety of retailers.
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