La-Z-Boy Marketing Data Warehouse


ICS Product/Service Areas: List Strategy, MarketSmartTechnology, Analytics

The Challenge

La-Z-Boy needed help in managing their lead and customer data for their 100+ corporate La-Z-Boy Gallery Stores.  From a marketing analytics perspective, very little was known about their sales leads and customers who walked through their doors.   Additionally, very little was known about how effective their marketing efforts were at converting those leads into sales and repeat customers. 

The Solution

ICS leveraged our MarketSmart Marketing Data Warehouse Platform to create a centralized platform for all lead and customer data. Features of the Marketing Data Warehouse include:

  • New data updates from La-Z-Boy are updated daily. This includes customer and product detail.
  • Historic customer and lead data is maintained within the warehouse as well.  
  • Customer and lead data is enhanced with core demographic and psychographic elements through our in-house ICS Consumer Masterfile. 

Each week, Lead Conversion reports provide insight on: 

  • Where are the sales coming from?
  • What percentage of leads is converted to sales?
  • What percentage of weekly sales is coming from current customers? 
  • How quickly does the average lead purchase?

To provide even greater understanding of the La-Z-Boy customer makeup, ICS completed a National Profile of their customers – evaluating core demographic and psychographic elements.   This data enhancement provided a much clearer understanding of the customer base which improves their overall targeting and creative strategies for their marketing efforts. 

Other features of the Marketing Data Warehouse include:

  • Marketing initiatives will be tracked and regular sales matches completed to validate and optimize ROI
  • Reporting and data query tools are accessed through a secure, online web portal for the Client and Agency Team
  • Additional analytics tools will be used to model and target prospects more effectively

The Results

ICS achieved actionable results quickly because of our extensive experience in building cost-effective Marketing Data Warehouse and Analytic tools.  Now armed with a better understanding of their business and customers, La-Z-Boy can get even more out of their sales and marketing efforts.