Homebase has signed a three-year deal with customer intelligence specialist Sky IQ to help the retailer gain a better understanding of the television viewing and buying habits of its customers.
The move will help Homebase more accurately target its customers and get a better idea of their path to purchase, from television to store.

Campaign performance will be analysed from a mix of Homebase data, including purchase information from the Nectar programme, and Sky IQ viewing insight.

This will reveal information about the reach of Homebase's television campaigns and also show which customers purchased after seeing an ad. Homebase will also find out which are the top-performing programmes in respect of its target audience and how many times an audience views an ad before responding.

In addition, the analysis will improve Homebase's direct marketing performance by better integrating it with television campaigns. This includes understanding which audiences are most responsive to television and communicating with those less receptive through other channels.

Homebase marketing director Jo Kenrick said: "Our new advertising campaign has been well received by customers, but it's vital to ensure the media budget behind it is effectively deployed. We want to reach those customers who are most responsive and likely to shop.

"Sky IQ enables us to do just that and we're very excited to combine what we know from Nectar data with new information that will help us be more relevant to home enhancers."

Stuart Johnston, deputy managing director at Sky IQ, said Homebase would get "unprecedented insight into the purchase behaviours of customers. Closing the loop between marketing and advertising spends and sales performance is the Holy Grail for retailers."