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Dahl: www.bd.dk
European E-commerce: Entrepreneurial Award
Christian Agger, eCommerce & Marketing Director
Saint-Gobain Di...
We are a plumbing wholesaler with almost 150 years’
experience behind us
Part of Saint-Gobain with more than 190.000 emplo...
Buy from our web & mobile solution or integrate directly to your
own ERP system via XML and public standards
XML
Order
Cus...
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 ...
Searches based on customer behavior increases conversion &
makes the search experience more relevant & simple
The search e...
Product recommendation increases share of wallet &
increases customer satisfaction by helping finding related products
Oth...
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 – co...
eServices – Data-driven marketing
Before
2013
2013
March
2013
2014
Our journey from traditional print to digital marketing, and 360
degree integration betwe...
Big Data and Data Mining
Data mining
We are analyzing data daily (more 31 million
sales transactions) which are collection...
Results
•  17% of our revenue (with a conversion rate of up to 22%) originates from the
digital channels and growths
•  Cu...
Thanks for listening
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Christian agger denmark

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Christian agger denmark

  1. 1. Dahl: www.bd.dk European E-commerce: Entrepreneurial Award Christian Agger, eCommerce & Marketing Director Saint-Gobain Distribution Denmark
  2. 2. 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
  3. 3. 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
  4. 4. 17% of the revenue comes from online and mobile device sales
  5. 5. 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
  6. 6. 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
  7. 7. Product recommendation increases share of wallet & increases customer satisfaction by helping finding related products Other customers did also buy… Cross category recommendations
  8. 8. In the last six months, customers have also been able to follow us on the social media
  9. 9. 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
  10. 10. eServices – Data-driven marketing
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. Thanks for listening

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