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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:....
The Platform
Open, flexible & agile platform 
Customers 
Flyers 
Kataloger 
Katalog 
generator 
POS 
Offline marketing 
Produkter & 
Pr...
Specialized eCommerce Tools 
Microsoft Commerce 
Search & Promote 
Umbraco 
Survey 
Recommendations 
Target 
Responsys 
Si...
Product data is ”KING”
Digital Data-Driven Marketing
Before 2013 
2013 
March 2013 
2014 
Our journey from traditional print to digital marketing, and 360 degree integration b...
Big Data and Data Mining 
Data mining 
We are analyzing data daily (more 31 million sales transactions) which are collecti...
Tools for Insights! 
Marketing performance – pr campaign by brand 
Online performance – by brand 
Online performance – ”re...
How to measure campaign effects
Preference Center
Presentation of a few of our programs 
Abandon Baskets 
Campaign mails 
Cross-sell mails 
Mini survey/ NPS
”Emergency e-mails”
Monthly ”product offer” e-mails – segemented for each single user 
Slide 16
eFocus – Content Marketing
Data can be shared across channels (omni-channel) to give the customer the best experience 
Personalized content based on ...
How to Organize?
Integrated Team 
Marketing 
eCommerce 
Development & 
Integration 
Product- data 
Customer Service
Commercial skills 
Visits x Conversion Rate x Average Basket Value
Understand your customer
Results 
•Customers who shop both online as well as in the stores, generate 5.73 times more revenue than customers who onl...
Christian Agger - Dahl, the road to omni-channel
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Christian Agger - Dahl, the road to omni-channel

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Presentation of Christiaan Agger during the B2B E-commerce Congres 2014.

Published in: Business

Christian Agger - Dahl, the road to omni-channel

  1. 1. Dahl – The road to Omni-Channel Christian Agger, Ecommerce- and Marketing Director Saint-Gobain Distribution Denmark
  2. 2. 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%.
  3. 3. The Platform
  4. 4. Open, flexible & agile platform Customers Flyers Kataloger Katalog generator POS Offline marketing Produkter & Pris replikeringer Orders Ordrer Faktura Commerce servers CMS Adobe Optimization Tools Broker (XML) Suppliers Content & Catalogs Ordrer & integration PounchOut Datamining Responsys Microsoft CRM
  5. 5. Specialized eCommerce Tools Microsoft Commerce Search & Promote Umbraco Survey Recommendations Target Responsys SiteCatalyst Keybroker Search & Content Management Analysis & Behavioral Targeting Online marketing & social Scene 7 eCommerce and Product Information Management Catalog Tool Social
  6. 6. Product data is ”KING”
  7. 7. Digital Data-Driven Marketing
  8. 8. 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
  9. 9. 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
  10. 10. Tools for Insights! Marketing performance – pr campaign by brand Online performance – by brand Online performance – ”real time”
  11. 11. How to measure campaign effects
  12. 12. Preference Center
  13. 13. Presentation of a few of our programs Abandon Baskets Campaign mails Cross-sell mails Mini survey/ NPS
  14. 14. ”Emergency e-mails”
  15. 15. Monthly ”product offer” e-mails – segemented for each single user Slide 16
  16. 16. eFocus – Content Marketing
  17. 17. 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
  18. 18. How to Organize?
  19. 19. Integrated Team Marketing eCommerce Development & Integration Product- data Customer Service
  20. 20. Commercial skills Visits x Conversion Rate x Average Basket Value
  21. 21. Understand your customer
  22. 22. Results •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%) •Awards: •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

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