Finding a new and improved connection with customers

Henrik JarlChief Marketing Officer
CDON

“Tinyclues is perfectly aligned with CDON’s mission to be as relevant as possible, and to provide and present products that are really a good fit for our customers’ needs.”

+43%
Campaign revenue

COMPANY: CDON

INDUSTRY: Retail

CAMPAIGN STRATEGY:

  • Campaign productivity
  • Niche products
  • New products
  • Customer engagement

DESCRIPTION:
Since its creation in 1999, CDON has been a pioneer in Nordic e-commerce and is now the leading online marketplace in the Nordics. It’s the most recognized e-commerce brand in Sweden, with 100 million visitors each year and a catalog that includes everything from consumer electronics, to sport and leisure articles, clothing, shoes, home furnishings and toys.

Context and Challenges

  • Struggled to move away from a CRM strategy guided by batch and blast mailings, and in-house segmentation on Responsys based on broad product categories and past customer behavior (purchase history, visits, etc).
  • Needed to increase their marketing relevance and improve the presentation of products to fit their customers’ needs.
  • Sought to achieve critical business objectives, such as driving cross-category and cross-brand sales, and meeting demands from internal stakeholders (sales teams, category managers).

Solutions and Use Cases

  • Selected Tinyclues’ Customer Analytics solution to better connect with customers.
  • Scaled their campaign plan, adding 6 more product-level campaigns to their weekly schedule, activating only the most pertinent audiences for any given offer.
  • Were able to successfully launch new products and generate customer demand for these specific products as soon as they hit the shelves.
  • With Tinyclues’ Audience Mapper, they can now find inspiration for new campaign topics, increase cross-sell opportunities and diversify weekly topics.
  • Reinvented the way they work around campaigns and adapted to fit local needs, allowing them to orchestrate more than 70 campaigns per month in 4 languages.

Results

  • With better customer reach and scaled campaign plans, the number of buyers has increased by 31% and revenue is up by 43%, as measured by A/B testing vs CDON’s own in-house targeting techniques.
  • Stronger customer engagement through personalized and relevant messages led to an increase of 102% in open rates and 85% in click rates.
  • Since adopting Tinyclues, CDON’s team of two CRM managers find it much easier to respond to the sales team on requests for specific campaigns (excess inventory, high-margin items, strategic priorities).
  • Campaigns are created and targeted in 5 minutes and team productivity is up.

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