Howdens Joinery Group Digital Transformation: Strategic Marketing for Revenue Growth
Case Study 3
The Challenge:
I joined Howdens Joinery Group, a FTSE 250 B2B kitchen manufacturer, on a one-year contract to lead a digital transformation programme in collaboration with the CTO and to develop innovative marketing strategies that would support the company’s ambitious goal of doubling its revenue.
Strategic Action:
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Data-Driven Market Research: Initiated and led data analytics and market research to identify opportunities for growth including customer acquisition and CRM, expansion into new customer segments and markets, and a digital strategy that aligned with Howdens’ ambitious revenue goals.
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B2B Digital Transformation: Led: Led the company-wide digital transformation in collaboration with the CTO. Through a "test and learn" approach, I developed a comprehensive 3-year digital strategy aimed at driving online revenue growth. This strategy included SEO, PPC, UX, content, and social media, and shaped the design and user experience of the new Howdens website.
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Integrated Marketing Strategy: To position Howdens as a one-stop shop for kitchens, I developed an integrated marketing communication strategy that effectively combined traditional and digital channels. This strategy included catalogues, direct mail, print advertising, and digital platforms, all working together to increase awareness, increase average order value (AOV), and drive revenue growth. The cohesive messaging across these channels reinforced Howdens’ market positioning and supported its expansion goals.
The Result:
Achieved a 35% increase in digital revenue, improved the brand’s Trustpilot score from 1.4 to 9.4, and drove a double digit increase in revenue growth within one year, through customer acquisition, retention, and increased customer lifetime value (CLTV), which reinforced Howdens' position as a market leader.
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