45 million people move to a new home in the Chief VP Sales Marketing Officers Email Lists United States every year. This represents 45,000,000 annual opportunities for home service providers (like DIRECTV) to gain new customers and potentially lose existing ones. It makes sense: Moving is a natural time to re-consider one’s attachments to home service providers, many of which are listed among America’s most-hated companies.
This isn’t just a hypothetical business concern:
As many as 60% of U.S. consumers change service providers when they move
80% are more likely to try new products and services
And it all happens within a 7-day window before and after the move
To address this business challenge…
Satellite media provider DIRECTV uses a data-driven personalization strategy to target movers.
The goals of their approach:
Reduce acquisition costs
Optimize the customer evaluation experience for potential new customers
Improve homepage conversion rate
Using data obtained from the USPS’s list of recent movers, they created a custom version of the DIRECTV website for movers, and displayed it to those potential customers. Then they tested their idea.
Version A: Control. $300 gift card offer + $10 off for 12 months
Version B: Experiment. Personalized content + $10 off for 12 months. No gift card offer.
Version B looked like this: