Founded in 1994, Wentworth Wooden Puzzles makes unique wooden jigsaws using state-of-the-art computer-controlled laser technology. Wentworth Puzzles are sold directly to consumers and stocked by museums, galleries and gift shops around the world, including The National Gallery and The National Trust.
Running all its mailing selections in-house, Wentworth Wooden Puzzles traditionally based its segmentation strategy on Recency, Frequency and Monetary Value (RFM). As its housefile had grown to over 50,000 direct customers, it became apparent it needed to adopt a more precise targeting approach. However, it was only able to mail its 0-36 month customers profitably, leaving a significant pool of lapsed buyers and enquirers untouched.