Team up to win the DIY journey
In our last article, we explored how the DIY season presents a unique opportunity for retailers—and how first-party data and brand collaboration can help seize it. But understanding the opportunity is only the first step. Now it’s time to act. Let’s have a closer look at how smarter data activation, real-time segmentation, and campaign orchestration can help you engage DIY shoppers with precision—and scale your marketing impact across channels.
Bridging the activation gap
Most DIY retailers have no shortage of data. Purchase history, loyalty programs, and online behavior all offer valuable signals. But too often, that data is stuck in systems that don’t communicate. The result? Delayed campaigns, broad targeting, and missed conversion windows.
Our platform lets you create and activate tailored audience segments across all major advertising platforms—in a privacy-compliant way. That means less waiting, more doing—and better results.
From projects to personalization
DIY shoppers rarely make just one purchase. Their behavior follows project timelines: from planning to execution to finishing touches. By recognizing these patterns, you can anticipate their next step and respond with exactly what they need.
Examples include:
- Tile buyers → Serve grout and sealant offers within days
- Paint shoppers → Suggest brushes, tape, and protective gear
- Garden browsers → Trigger campaigns with timely planting tips and promos
Work smarter
What’s the point of good data if your team spends hours exporting files, uploading lists, and troubleshooting match rates? That time could be spent optimizing your creative, testing new campaigns, or refining your segments. Our platform eliminates those inefficiencies. With automated audience syncing and enhanced match rates using multiple identifiers—your marketing team spends less time wrangling spreadsheets, and more time optimizing performance.
Powering partnerships that convert
As we mentioned in part one, the DIY space is perfect for collaboration. Customers working on projects often need multiple products from different brands. So why not team up? Our privacy-safe collaboration environment allows you to securely match and activate shared insights with suppliers or brand partners.
For example:
- A flooring brand and retailer team up to target tile buyers who haven’t purchased adhesive yet
- A power tool brand identifies new owners and promotes compatible accessories via the retailer’s channels
These campaigns not only drive incremental sales—they also improve the customer experience.
Ready to scale smarter?
DIY season is about momentum—and now’s the time to make your marketing strategy work as hard as your customers are. With real-time activation, smarter segments, and collaborative campaigns, you can drive more sales and better ROI from the data you already have.
Let’s talk about how we can help you put it all into action.
info@digitalaudience.io
+31 (0) 20 669 1001