Finding a new and improved connection with customers

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Henrik Jarl – Chief 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.”

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.