Club Kop & Kande links hybrid shopping
Cutlery, bedding, pots and pans are among the many goods that Kop & Kande offers. Using its customer club to identify unknown customers, it is setting the table with personalised communication.
open rate for birthday emails
return to website after receiving abandoned basket email
conversion rate on automated loyalty club campaign
Malene Maarbjerg Rasmussen
Kop & Kande’s Marketing & Omnichannel Director
“Agillic is a platform we can scale in. And it is the right choice both strategically and operationally.”
Agillic’s Gold Solution Partner, Web2Media, oversaw the data migration, built the data models, and created and implemented the communication flows in close collaboration with the Kop & Kande marketing team. This close collaboration continues to ensure the best possible utilisation of Agillic.
From black box to transparency
Being able to follow its customers’ interactions, both in physical stores and online, is essential to Kop & Kande’s marketing success.
“Before Agillic, we didn’t always have clear data about what was happening in our stores. Data-wise, it was like a black box. We didn’t always know who was buying what, whether customers were also shopping online, or if they had particular interests in specific categories or brands. But collecting this information about the customer journey is essential. It helps us offer better service and personalised deals to our customers,” says Malene.
That’s why Kop & Kande is focusing on turning unknown customers into known ones through its customer club.
“When a club member shops in the physical store, we can correlate the offline transaction data with the communication we have sent. This way, we can determine whether a specific offer or piece of content is valuable to the customer. We can measure the extent to which our email communication drives offline sales, we can exclude a customer from communication if they have purchased within twenty-four hours, we can finetune personalisation and so forth,” says Jacob Fusager, Senior Marketing Automation Specialist and Consultant at Web2Media.
Web2Media also developed an integration to Facebook from Kop & Kande’s Agillic instance. This allows its marketing team to use data from offline transactions on Facebook so they can use the store visit functionality and create more in-depth targeted audiences on Facebook.
Fusager continues, “Working in-depth with data pays off. And that’s where Agillic’s flexible data structure is unique and powerful. The way we can work with the different tables is a gift for retailers.”
Marketing automation throughout the customer lifecycle
After signing up for the newsletter, customers receive a welcome mail. The goal is to nudge them into becoming club members.
Club conversion flow
Newsletter subscribers who are not club members receive a series of emails promoting the advantages of the loyalty club. The conversion rate is 5%.
Brand and category interest
Customers who have shown an interest in a specific brand or category receive an email to further stimulate interest. For club members, the number of recipients who click/open and buy in-store/online is 13.5%.
Kop & Kande sends an email with the contents of its abandoned shopping basket to spur customers to complete their online shopping. Personalised recommendations are included in the email. 17% return to the website.
Birthday emails with a 82.5% open rate
Birthdays are special and congratulations matter.
In fact, Kop & Kande’s birthday flow has the highest open rate of all its send-outs. 82.5% open the first mail and 40.85% open the reminder. Club members receive a voucher, which can be redeemed both in stores and online.
Wrong day, but right message
While data is important, creativity and humour also play a role in successful communication. Having seen the attention spurred by birthday greetings, Kop & Kande is flipping the coin by intentionally sending a birthday message on the wrong date to customers who have signed up for the newsletter but are not club members, and to club members who have not listed their birth date on their profile.
And it works like a charm — when this email was first sent out, 16,000 updated birth date in a single day.
Like many retailers, Kop & Kande meets its customers in a hybrid of digital and offline touchpoints. For example, click-and-collect is on the rise and constitutes +60% of Kop & Kande’s total website revenue.
“Some feel that web shopping is cannibalising stores, which can be tricky in a franchise business like ours. But hybrid shopping patterns are a reality that we need to accommodate and therefore we have to orchestrate our overall business in a customer-centric way,” says Malene.
She continues, “Kop & Kande’s DNA comes from being a retail chain and is built on all the great efforts of the franchisees over time. Our physical stores are important and will continue to be. We’re using data-based communication to drive foot traffic to our physical stores.
For example, birthday vouchers sent to club members via email can be redeemed in the stores. Also, by sending a brand interest mail to club members who have looked at e.g. Royal Copenhagen on our website, we nudge them to go into one of our stores to shop. And data shows us that it works. In this way, the data collected via our customer club helps us tie offline and digital shopping together into a strong and personalised experience that our customers appreciate.”
About Kop & Kande
Kop & Kande has more than 100 shops in Denmark and offers a wide range of goods spanning from beddings, cutlery, kitchen appliances to gift items. Kop & Kande was officially established in 1984 – read more about the retail chain’s history on their website.
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