Case Study: Dunelm (UK homewares retailer) achieves unified first-party customer data and a +15% conversion uplift with Tealium AudienceStream

How Dunelm transformed disconnected customer data, into ‘targeted gold dust’

Dunelm, the UK’s market-leading homewares retailer with 177 stores and a growing online business, needed to turn fragmented first‑party customer data into actionable insight. Their data lived in silos and the existing CRM couldn’t activate audiences effectively, limiting personalised, behaviour‑led marketing and omnichannel growth.

Dunelm implemented Tealium AudienceStream as a customer data platform, supported by a major data‑cleaning and segmentation effort to unify disparate sources onto one user‑friendly platform. The CDP enabled behaviour‑led campaigns, doubling match rates for basket abandoners and delivering a +15% conversion uplift; the “Favourite Category” welcome campaign achieved +7% CTR and +23% conversion uplift, while improving frequency, efficiency and reducing churn.

Dunelm

Darren Short

Senior CRM Manager