Dunelm, the UK’s leading homewares retailer, faced challenges with fragmented first-party customer data, limiting personalization and marketing effectiveness. To address this, they implemented Tealium AudienceStream CDP, unifying data onto a single platform and enabling behavior-driven campaigns. This transformation led to a 15% conversion uplift for abandoned baskets, a 7% increase in click-through rates, and a 23% boost in conversions. The CDP integration has been a crucial step in Dunelm’s digital transformation, enhancing customer experience, reducing churn, and future-proofing its data-driven marketing strategy.

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