No more skirting around the value of CX

How a connected customer experience led to a 92% increase in direct revenue from email marketing.

Focus area

  • CRM & Automation
  • Data & Measurement
  • Email Marketing
  • PR
  • Strategy
  • UX/UI Design


  • Retail


Factory Direct Flooring (FDF) is one of the UK’s largest national suppliers of quality flooring. Offering 500+ of flooring options from laminate and vinyl to real wood; the company operates in a highly competitive online space, where it competes on range, price and delivery to steal an edge over its high street competitors.


Having now worked with our CXO, James Bavington since 2008, StrategiQ has seen the business go from being a high street shop to a national online retailer.

Briefed to supply Paul Hambidge, FDF’s Managing Director, with fresh ideas and a strategy to propel the business’s growth, our response was a multifaceted approach, underpinned by one simple focus: a positive customer experience.

Prior to our strategy, FDF was sending inconsistent email campaigns, with unfocused and unsegmented messaging, meaning they were missing valuable opportunities to connect with their existing database. This database was also been stagnant and had been hugely impacted by a ‘re-opt-in’ GDPR campaign in May 2018.


Through a holistic approach, our mission was to develop FDF’s customer relationships by increasing transparency around customer data, allowing us to use insights to drive a relevant and personalised customer experience.

We utilised their previous email marketing platform by segmenting their database by purchase behaviour; meaning users at different stages of their journey received different, but consistent volumes of communications per month and personalised content based on where they were in their journey.

A post-purchase journey, welcome series (with two different entry points – bought sample or no purchase), and abandoned cart series were then implemented alongside a signup option in the checkout which drove on average of 600 new subscribers a month.

To further develop the strategy, we chose to migrate FDF to Klaviyo, a new customer marketing platform better suited to e-commerce businesses. The main benefit being heightened audience understanding – each contact has a dashboard that gives insight into their purchase behaviour, site visits, email engagement and products viewed.

  • 2.5k email sign-ups in 14 days from our new sign-up form 
  • 179.29% increase in email revenue (Since 04/23)
  • 56.92% increase in email sessions (Since 04/23)
  • Revenue for email up 1,451.06% YoY (Between 05/21 – 07/22)
  • Email sessions up 544.39% YoY (Between 05/21 – 07/22)
  • Unique clicks from email were up 553% on the previous period (Between 05/21 – 07/22)
  • Unique opens passed 115,000 (Between 05/21 – 07/22)
  • Unsubscribe rate down 0.24% despite the uplift in volume (Between 05/21 – 07/22)

The main thing that StrategiQ brings to the partnership with us, is that they are on hand to talk to us day in, day out. You often find, with large companies, you dont get to talk to the senior people within that business but they continue to do so. We are positioned perfectly at the moment – we are sat behind some of the big brands within our industry offering an alternative solution. We couldn’t have done that without StrategiQ and how they adapt with us.

Paul Hambidge

Company Director, Factory Direct Flooring

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