The digital customer journey of DMG's visitors
Working out which customers are currently at an information-gathering stage, and which customers are on the brink of purchasing a new kitchen or bathroom is of crucial importance to an organisation like DMG when deciding how to present their product range. That is why DMG knocked on our door in 2019, looking to work together to find out how we could get a clear view of the complete customer journey (from information gathering to after-sales) and as a result how we could ensure an increase in the conversion rate of this customer journey.
Om dit te kunnen bewerkstelligen ontwikkelde onze digitale experts samen met DMG een data gedreven strategie voor de vier keukenformules Keuken Kampioen, Brugman, Mandemakers en KeukenConcurrent. Met deze strategie waren we in staat om:
Om zicht te krijgen op deze digitale klantreis implementeerde we een Customer Data Platform op de websites van de vier keukenformules. Dit CDP meet continu uit welke stappen de klant digitaal onderneemt waarna een helder beeld van het online gedrag en de voorkeuren van de klanten ontstaat.
In order to put this in place, our digital experts collaborated with DMG to develop a data-driven strategy for the four kitchen brands Keuken Kampioen, Brugman, Mandemakers and KeukenConcurrent. This strategy allowed us to:
In order to get a clear overview of this digital customer journey, we implemented Customer Data Platform, BlueConic on the websites for the four kitchen brands. This CDP continuously measures which digital steps each customer takes, which leads us to gaining a clear picture of customers' online behaviour and preferences.
By integrate this Customer Data Platform with the existing data sources at DMG we were able to build up a 360-degree customer profile of their customers. This meant, for example, we could see what their favourite type of kitchen was, in what time-frame someone was looking for a kitchen, their preferred DMG store location and what online content they had already viewed.
These two parts meant that DMG could communicate 1-to-1 with these people in a very relevant manner, which in turn has a positive effect on the likelihood of making an appointment in one of the shops.
Being able to spend the marketing budget smartly thanks to the data collected, DMG now also has much better feedback about the impact of advertising spend and can clearly see what its value is to the company's revenue.
The implementation of this digital strategy is also clearly reflected in the metrics we achieved in the last few years. For example, working jointly with DMG we developed a database with over 1 million 360-degree customer profiles. Thanks to the targeted spending of the advertising budget, the ad spend fell by 14%. And the conversion rate in the campaigns increased by 72%.
More than 1 million 360-degree customer profiles
Advertising budget reduced by 14%
Campaign conversions rose by 72%
Would you like more information about this case study, gaining insight into the customer journey and enriching your database? Feel free to contact Niels van Heesch or Tom van den Boom.
Business manager digital marketing
nielsvanheesch@techonomy.nl
+31 (0)6 22 22 51 17
COO
tomvandenboom@techonomy.nl
+31 (0)6 33 38 34 19
