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Transcript of Christian Agger - Dahl, the road to omni-channel
Dahl – The road to Omni-Channel Christian Agger, Ecommerce- and Marketing Director Saint-Gobain Distribution Denmark
Dahl and Saint-Gobain Distribution Denmark
Saint-Gobain Distribution Denmark - 1,100 employess
Revenue in Denmark 2013:. €511 mill.
52 Dahl outlets in Denmark
2 Climate Centre
19 Optimera outlets
5 Øland outlets
>38.000 products in stock – 106.000 products online
>2.500 Suppliers
>25.000 Customers
938.358 yearly visits
Average conversion rate 17% (22% at peek days).
In 2014 we have increased online revenue with >+31%.
Select ’OK’
The Platform
Open, flexible & agile platform
Customers
Flyers
Kataloger Katalog
generator
POS
Offline marketing
Produkter & Pris replikeringer Orders
Ordrer
Faktura
Commerce servers
CMS Adobe
Optimization Tools
Broker (XML)
Suppliers
Content & Catalogs
Ordrer & integration PounchOut
Datamining Responsys
Microsoft CRM
Specialized eCommerce Tools
Microsoft Commerce
Search & Promote Umbraco Survey
Recommendations Target
Responsys
SiteCatalyst
Keybroker
Search & Content Management
Analysis & Behavioral Targeting
Online marketing & social
Scene 7
eCommerce and Product Information Management
Catalog Tool
Social
Product data is ”KING”
Digital Data-Driven Marketing
Before 2013
2013 March 2013
2014
Our journey from traditional print to digital marketing, and 360 degree integration between channels
10,312
permissions
11,587
permissions
Traditional print marketing eService launch – Digital Marketing Trigger based mails
Big Data and Data Mining
Data mining
We are analyzing data daily (more 31
million sales transactions) which are
collection across all channels and link
them with our customer’s web-behavior.
Data mining is used to create campaigns
and gain insight into our customers’
business.
For example, the campaigns on our in-
store info screens are based on data
mining of which customers come into our
store at that specific time, and what
products they buy
Everything campaign is measurable
down to the single product
Trigger campaigns are being created
based on customer insights focusing on
adding value to the customer
Tools for Insights! Marketing performance – pr campaign by brand
Online performance – by brand Online performance – ”real time”
How to measure campaign effects
Preference Center
Presentation of a few of our programs
Abandon Baskets Campaign mails Cross-sell mails Mini survey/ NPS
”Emergency e-mails”
Monthly ”product offer” e-mails – segemented for each single user
Slide 16
eFocus – Content Marketing
Data can be shared across channels (omni-channel) to give the customer the best experience
Personalized content
based on user behaviour
and segmentation
Integration with
CRM data
Product offers can be
targeted for each outlet
based on geography, time
of day and customer mix
How to Organize?
Integrated Team
Marketing eCommerce Development & Integration
Product- data
Customer Service
Commercial skills
Visits x Conversion Rate x Average Basket Value
Understand your customer
Results
• Customers who shop both online as well as in the stores, generate 5.73
times more revenue than customers who only shop in the stores.
• Customers who are part of our data-driven digital programs (approx. 11,000) generate 14% more revenue than other customers
• We perform better than the best globally within Digital Marketing (see the Silverpop survey):
– Unique opening rate: 35.37% (Average: 15.9% Best: 31.8%)
– Click-through rate: 7.33% (Average: 2.1% Best: 4.9%)
• Awards:
• Danish eCommerce Award B2B 2009
• Danish Marketing Award – Insights 2013
• Danish eCommerce Award B2B 2013
• Danish eCommerce Award Omni-Channel 2014
• Danish eCommerce Award Gold, 2014
• Nominated - Ecommerce Europe (Bedste europæiske B2B webshop)
• Saint-Gobain - Communication Star Award 2014