Dahl: www.bd.dk European E-commerce: Entrepreneurial Award
Christian Agger, eCommerce & Marketing Director Saint-Gobain Distribution Denmark
We are a plumbing wholesaler with almost 150 years’ experience behind us
Part of Saint-Gobain with more than 190.000 employees Revenue in Denmark 2012: Approx. DKK 2.9 billion 52 Brødrene Dahl-stores across Denmark 9 Bath & Design showrooms 2 climate centers in Horsens and Næstved
Central warehouse in Randers 1,100 employees Approx. 38,000 goods in warehouses Approx. 1,500 suppliers More than 10,000 customers
Buy from our web & mobile solution or integrate directly to your own ERP system via XML and public standards
XML Order
Customer ERP
Sales via the web solution Sales via mobile devices and tablets Sales directly via the customer's financial management system or via PunchOut
www.bd.dk
17% of the revenue comes from online and mobile device sales
Personalised content based on customer segmentation and behaviour
Integration with CRM data
Personalization and targeting increases share of wallet & makes the content much more relevant for the customer
Searches based on customer behavior increases conversion & makes the search experience more relevant & simple
The search engine supports both text and synonym searches. Item number searches are quite complex: • Search for 90104 and the search is performed for the last 4 digits in
the item number (the item number is actually 0000090104, but the customer generally searches the last digits)
• Search for 6010 and the search engine finds all products in the 6010 series (which are Ifö toilets)
• Search for 02 and the search machine finds all pipes beginning with 02
Product recommendation increases share of wallet & increases customer satisfaction by helping finding related products
Other customers did also buy…
Cross category recommendations
In the last six months, customers have also been able to follow us on the social media
It really works when combining and selling via different channels – 100 couples took part in the VIP event in Aalborg – completely sold out via Facebook alone, and 4 orders were made on the day
eServices – 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
Results
• 17% of our revenue (with a conversion rate of up to 22%) originates from the digital channels and growths
• 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%)
Development
Development in revenue 2013 vs 2014 ytd
Development in conversion rate by week
Thanks for listening