COMMUNICATION FOUNDED ON INSIGHT

Brødrene Dahl have a very broad spectrum of customers – ranging from the self-employed plumber to the installation company with a staff of 100. But the right insight enables the company to communicate with them all on a personal and relevant level. The eService dialogue and loyalty concept is founded on data and customer insight. An analysis of 31 million customer transactions identifies precisely which messages are relevant for which customers – and when.

CLOSER TO THE CUSTOMER – WITH RELEVANT AND TOPICAL CONTENT

When customers subscribe to eService, they can access a digital overview of their transactions. But the transaction also incorporates a wide range of elements, which educate, service and inspire. For example, there is relevant industry-related news, product recommendations and specific professional advice for the individual company. eService includes:

  • Personalised, relevant newsletters based on subject areas and interests
  • Personalised campaigns based on purchase history, relevance and interest
  • Triggered emails based on the customer’s digital behaviour
  • Loyalty programmes adapted to a growth potential model

”We have gained insight into our customers, which we never had before!”

Christian Agger,
Head of E-Commerce and Marketing

CREATED FOR BUSY TRADESMEN

The communication is created out of respect for the customer’s situation, both technically and in terms of content. From transmission time to mobile-optimised design, all communication is targeted for customers who are always on the move and often very busy.

Much of the communication is orchestrated as automated flows with dynamic, personalised content. This means that eService can react both relevantly and punctually to customers’ behaviour. For example, when a customer has purchased a product in the web shop, eService follows up quickly with a targeted email offering related products – at the right, individual price.

COMMUNICATION THAT WORKS - RELATIONSHIPS THAT LAST

To date, more than 15,000 customers have subscribed. So 50% of Brødrene Dahl’s 30,000 customers belong to an ever-growing eService family. Meanwhile, the results clearly reveal the value of relevant, targeted and insight-based communication. eService members purchase more and more often, and they get involved in the Brødrene Dahl brand.

”We have found that our focus on data strengthens execution strategically, tactically and creatively, providing us as a company with a precise sense of where to invest our marketing funds to make the most of them. eService is the prime example of this.”

Christian Agger,
Head of E-Commerce and Marketing

E-commerce award GOLD 2014
In 2014 Brødrene Dahl won both the GOLD PRIZE in FDIH’s E-commerce awards and the prize for the best omni-channel company – a prize awarded to companies, “which provide customers with a holistic experience, regardless of how they choose to interact with the company.” The jury’s priority was the deployment of data and the cohesion between shop, web shop and email communication – an interaction, which creates value for the customer.

The 2013 Rambuk Prize
Brødrene Dahl and Magnetix won the Rambuk Insight Prize for eService in recognition of the programme’s thorough coverage and use of customers’ motives, habits, needs, behavioural patterns and selection criteria.

68%


Average open rate for eService emails

70%


Brand awareness after the launch of eService. Before the figure was 51%

300%


Increase in turnover on selected items

14%


Greater turnover for customers with eService

Jimmi Eriksen

Director of Campaign Services, Partner


(+45) 8838 3010