Historically, Leggari’s marketing and website content primarily targeted homeowners and DIYers—a segment that surged during the pandemic as people invested in home improvement projects. However, after the post-COVID boom, the DIY market cooled: fewer large-scale home projects, higher customer acquisition costs as spending shifted, and flattened revenue growth as DIY sales slowed.

At the same time, analysis of historical customer data revealed a smaller, often-overlooked audience: professional contractors. While contractors represented a smaller percentage of total customers and email subscribers, they consistently showed higher AOV, higher purchase frequency, and stronger LTV.

To sustain long-term growth, Leggari needed to rebalance their audience strategy — shifting from broad DIY appeal to a more data-informed focus on high-value contractor relationships. The opportunity was clear: by targeting and supporting this contractor segment with tailored messaging, education, and offers, Leggari could boost revenue efficiency, increase retention, and reduce reliance on the volatile DIY market.

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115% increase in email revenue per recipient compared to the previous period, 42.4% increase in email AOV compared to the previous period, and 22.4% increase in email attributed revenue compared to the previous period.

Phase 1: Discovery

Defined contractor signals:

• Explicit self-report: user selected “Contractor / Pro” at registration
• Enrolled in Leggari Academy (professional training signal)
• Purchased > 2 orders (repeat buyer threshold)
• LTV above 50th percentile

Cohort & LTV analysis:

• Measured 12-month LTV, repeat purchase rate, AOV by cohort (contractor vs. DIY) to quantify opportunity.
  
  • Total AOV: $823 
  • Contractor AOV: $1,343 (63.2% higher)
  • 12-month LTV: $1,870
  • Contractor 12-Month LTV: $2,947 (57.5% higher)
• Calculated median LTV to set thresholds for segmentation and testing.

*Used a hybrid identification approach (deterministic + probabilistic) to avoid missing contractors who never self-identified.

Phase 2: Segment & Strategize

Audience segmentation

• Contractor – Core: explicit contractor flag OR Academy enrollee OR LTV > threshold OR purchased 2 or more times
• Contractor – Most Engaged: explicit contractor flag OR Academy enrollee OR LTV > threshold OR purchased 2 or more times & engaged in the last 90 days
• DIY – Core: single purchasers, low AOV, no academy enrollment or explicit contractor flag
• DIY – Engaged: repeat hobbyists (2 purchases but low LTV)

 Messaging & offer strategy

• Contractor messaging pillars:
  
  • Profit & efficiency: “Save time. Increase job margins.”
  • Volume & reliability: bulk packs, kits, priority shipping, and discounts
  • Professional enablement: Leggari Academy advanced courses, certification badges.
  • B2B incentives
• DIY messaging pillars:
  
  • Ease & confidence: how-to guides, starter kits, troubleshooting.
  • Inspiration: finished projects, before/afters, small-project bundles.