Connecting the shops and the merchandise system behind one contact record.

Grube has sold products for forestry, hunting and outdoor use for more than 70 years, has over 10,000 tools and pieces of equipment in its range and turns over 180 million euros a year and is successful in 10 European countries. It runs several online shops across them, and with several shops the difficulty is coordinating marketing activities and measuring what they do.

The shops also produced many one-time buyers — people who ordered once and did not come back. Grube wanted them won as existing customers with content that suited them, and the marketing processes streamlined while that happened.

The requirement came before the tool: whatever platform was chosen had to connect to the online shop and the merchandise management system, so the data stayed consistent across channels instead of sitting in a tool beside them.

Those interfaces are the foundation. Extensive connections to the shop and the merchandise management system feed one contact database, so a customer is one record whichever channel produced the signal.

On top of that the measures: segmentation from user behaviour, targeted automated campaigns, regular newsletters, and dashboards for evaluation and ROI so that what marketing achieved could be measured.

At the end Grube had one contact database fed by interfaces to the online shop and the merchandise management system, with consistent data usable across channels. Segmentation from user behaviour, regular newsletters with personalised content and dynamic product recommendations, automated campaigns for new contacts and shopping cart abandoners, and dashboards for evaluation and ROI all read from it.

The click-to-open rate rose by 32 %. A group that has sold forestry, hunting and outdoor equipment for more than 70 years, in 10 European countries, can now work from one consistent customer record across its channels.