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How B&Q analyses the customer journey

Three-quarters of B&Q's 7 million customers use the retailer's website to research products before buying in store. But the retailer struggled to understand the customer journey from on to offline and had limited insight into why customers were behaving in certain ways.

By partnering with Clicktale, B&Q has been able to identify, test and prioritise customer experience improvements, leading to an increase in conversion, average order value and revenues.

After using Clicktale to prioritise actions over the last five months, the retailer has seen an annual uplift of over £5 million as well as a 75% reduction in the time it takes to make changes to the website.

Michael Durbridge, director of omnichannel, B&Q, said: "Home improvement is difficult. The easier we can make our customers’ journey by optimising the experience digitally, the better it is for the B&Q brand."

Durbridge said Clicktale allows the retailer to make decisions and run analyses very quickly and easily. The solution allowed B&Q to accelerate its testing by a factor of four, and the retailer no longer relies on guesswork.

"It’s very important for us to cut down on the time it takes to find out what the problem is, run the analysis, and make recommendations for our teams," he said, noting how the platform integrates with Adobe Analytics, ForeSee and Maxymiser, the other elements of B&Q’s analytics ecosystem.

“Before, we would spend a lot of time in the detailed number analytics, trying to find where there’s an issue. Then we’d make some assumptions as to what the problem is, and do lots of testing to try to prove those assumptions or not. Clicktale, coupled with our analytics, helps us really identify that there is a problem. Then it tells us, ‘And here is the absolute problem that you need to focus on.’ So we can test a specific issue, rather than try and guess.”

Analysing and prioritising changes within B&Q's bathroom suite category alone, apparently led to double conversion rates and an extra £1 million over five months. Revenue reportedly increased by 110%, driven by higher average order values coupled with increased conversions.

The Clicktale platform also provides visualisation tools which helps the digital and customer experience team at B&Q explain the improvements to business stakeholders.

“We’ve gotten great support from the Clicktale Customer Experience team and web psychologist to really help us understand customer behaviours and motivation. It’s more than just a technical solution,” added Durbridge.

Kirsten Taylor, B&Q's omnichannel planning and analytics manager, added: “Clicktale provides the evidence for the data. It allows people to visualise the problems that customers are having and that means that we can get to decisions more quickly, because people can see it with their own eyes.”

Going forward, B&Q intends to continue using the solution to improve its customer journeys, as well as aiding the relaunch of its mobile application later this year. The retailer will use Clicktale for Apps to help gain a deeper understanding of in-app customer behaviour.

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