Dahl – The road to Omni-Channel
Christian Agger, Ecommerce- and Marketing Director
Saint-Gobain Distribution Denmark
Dahl and Saint-Gobain Distribution Denmark
Saint-Gobain Distribution Denmark - 1,100 employess
Revenue in Denmark 2013:. €511 mill. 52 Dahl outlets in Denmark 2 Climate Centre
19 Optimera outlets
5 Øland outlets
>38.000 products in stock – 106.000 products online >2.500 Suppliers >25.000 Customers
938.358 yearly visits
Average conversion rate 17% (22% at peek days).
In 2014 we have increased online revenue with >+31%.
Our journey from traditional print to digital marketing, and 360 degree integration between channels
Traditional print marketing
eService launch – Digital Marketing
Trigger based mails
Big Data and 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
Tools for Insights!
Marketing performance – pr campaign by brand
Online performance – by brand
Online performance – ”real time”
Data can be shared across channels (omni-channel) to give the customer the best experience
Personalized content based on user behaviour and segmentation
Integration with CRM data
Product offers can be targeted for each outlet based on geography, time of day and customer mix
•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%)
•Danish eCommerce Award B2B 2009
•Danish Marketing Award – Insights 2013
•Danish eCommerce Award B2B 2013
•Danish eCommerce Award Omni-Channel 2014
•Danish eCommerce Award Gold, 2014
•Nominated - Ecommerce Europe (Bedste europæiske B2B webshop)
•Saint-Gobain - Communication Star Award 2014