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