More visitors, more convenience, more HEMA
Hema is a retailer of household goods aiming to make everyday life better, more fun, and easier for its customers by creating the best possible customer experience on its website and in its shops through data collected from the HEMA card. Three years after its launch, the "More HEMA" customer card already has 4 million users. The data from the card users provides insight into the offline shopping behavior of HEMA fans.
To provide the best omni-channel experience, it is essential to have a holistic view of both online and offline sales. The challenge for HEMA was in the relevant purchase of generic search terms in order to lead new visitors to its website and to the store. The wide range of HEMA products made it difficult to advertise effectively, as there are specialist parties active in each product category.
Our team combined online and offline data in three ways for HEMA’s online activation. This included website traffic, purchase behavior, location data based on GPS, and offline purchasing behavior, such as purchase data based on the customer card. All these sources were merged into a single view of the customer (SVC). Through an RFM model, the customer data was analyzed for pinpointing exactly who the most valuable HEMA customers are, how to activate them, and how to reach them.
Previously, the physical brochure was an important channel, but with the SVC, HEMA is now able to serve more relevant messages to existing customers.
Personalization of advertisements
Generic advertisements are now also personalized based on the customer's favorite product categories, such as baby, fashion, etc.
Via google cloud and the google marketing platforms the team combined the first-party data with third-party look-alikes. Reaching not only top buyers, but also potential HEMA customers, who in terms of online behavior are very similar to HEMA fans. From now on, they too will see more relevant digital advertisements based on generic search behavior, performance, and better segmentation using auction time bidding strategies.
This successful case is winner of the Dutch Search Awards 2020 in the categories: 'Best Use of Data' and 'Best PPC B2B Campaign', winner of a Dutch Interactive Award 2021 in the Data category and nominated at the European Search Awards 2021 in the categories: 'Best PPC Campaign', 'Best use of data (PPC)' and 'Best use of Search- B2C (PPC)
(ROAS 1,097%) increase in online and instore sales attributed to the digital replacement campaign
increase in sales within generic ads
higher CTR through personalization of ads
of use and more visitors
Keys to success
- Combining online and offline data for online activation
- Serving relevant messaging to existing clients
- Leveraging google cloud and google marketing platforms to create third-party look alike models