Dansk Supermarked

®
DANSK SUPERMARKED - GLUING TOGETHER DATA SILOS
Creating unified profiles in a
diverse digital landscape
Dansk Supermarked focuses on
digital transformation to enhance
the customer journey
RESULTS
PERSONALISATION INCREASED
CONVERSIONS BY 324%
5% OF ALL ORDERS GENERATED
FROM PERSONALISATION
Who is Dansk Supermarked?
Dansk Supermarked is Denmark’s largest retailer,
covering a range of supermarkets and grocery stores in
Denmark and across Europe. Brands include Netto, Bilka
and Salling.
CASE STUDY
EMAIL RETARGETING INCREASED
CONVERSIONS FROM 2% TO 7.6%
Why did Dansk Supermarked choose Profile Cloud?
Dansk Supermarked was looking to build customer
profiles across its many new technologies, through both
digital and offline channels.
SUMMARY
ENHANCING THESE AREAS FOR DANSK:
COMMUNICATION
Create consistent and personalized
conversations across all
communication channels.
EXPERIENCE
Personalize experiences for customers
and prospects – online, offline –
across any device.
INSIGHT
Enhance customer insight with
real-time behavioral information pushed to all analytics and reporting
platforms.
It wanted to strengthen its focus on customer journeys
and so embarked on a pilot project with Profile Cloud,
initially looking at pre-purchase customer behaviour on
the Bilka.dk website.
Using Profile Cloud with this limited data set, Dansk
Supermarked is now personalising web content based
on both demographic and behavioural data, seeing
conversions increase by over 300%.
“Profiling in a multichannel landscape is
challenging. It’s so hard to orchestrate an
end-to-end solution and we needed the glue
between the silos. Innometrics’ primary
function is exactly that.”
Steen Kronborg, Dansk Supermarked
®
How does Profile Cloud enhance Communication,
Experience and Insight for Dansk Supermarked?
Profile Cloud acts as the glue between multiple data
silos and channels:
1. CREATE
Profile Cloud creates a profile of every unique visitor to
the Bilka.dk website.
2. ENRICH
These profiles are then enriched with data from multiple
data silos, including data from SAP, to give a single view
of each customer and prospect, whether they have
purchased or not.
Behavioural information was previously in a silo.
Clickstream data is now integrated into a multichannel
marketing structure, alongside actionable demographic
data such as geographic location.
WHO ARE INNOMETRICS?
Innometrics, the people behind ‘Profile
Cloud’, are in business to change the way
online marketing is run.
With offices in Stockholm, London, San
Francisco and Mumbai, they are giving
marketers across the globe access to
3. SHARE
The profile information is available across multiple
platforms and technologies such as Hybris and Adobe
Analytics, to ensure each technology is looking
at the same data. From here, Dansk is able to run
personalisation and email retargeting for visitors to the
Bilka.dk site, basing messages on geo location.
single ‘Profiles’ of all their customers. These
profiles pull data from every silo and evolve
in real-time, with customer behavior.
Profile Cloud works with the technology
organisations already have; feeding Profiles
back to their existing systems to drive
insight and power personalised, consistent
conversations across all channels, domains
and devices.
Learn more at www.innometrics.com or get
in touch at [email protected]
For instance, those living in dense urban areas will not
be sent offers or information on garden furniture or large
sofas.
Following the initial success of this online project, Dansk
Supemarked now wants to integrate offline data with
Profile Cloud. ‘Bricks and mortar’ still brings the highest
revenues and data richness, so the next task is to import
over 3TB of data to Profile Cloud and combine it with
existing customer profiles.
To date, Dansk Supermarked has successfully used
Profile Cloud to triple conversion rates across web
personalisation and email retargeting campaigns.