Christian Agger - Dahl, the road to omni-channel

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%.

Select ’OK’

The Platform

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

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

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 between channels

10,312

permissions

11,587

permissions

Traditional print marketing eService launch – Digital Marketing Trigger based mails

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

Tools for Insights! Marketing performance – pr campaign by brand

Online performance – by brand Online performance – ”real time”

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 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

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 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