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Thorough Super Optimization and Razor Sharp Data Focus

  • Imerco
Thorough Super Optimization and Razor Sharp Data Focus preview
Thorough Super Optimization and Razor Sharp Data Focus preview
Thorough Super Optimization and Razor Sharp Data Focus preview
Thorough Super Optimization and Razor Sharp Data Focus preview
  • Description

    Can you beat the market by introducing the best practice in all areas and making data-driven decisions based on customer data? Yes, you can, because Imerco has. Imerco is Denmark's favorite in housing, which is why they launched a super optimization in 2017. The goal was clear - to get the same strong position online as the stores. To that end, they wanted to use data smarter to support store sales and provide customers with a better buying experience. By optimizing the existing platform based on e-commerce gurus' recommendations, consolidating customer data across channels and making data-driven decisions, Imerco has significantly raised the top and bottom line. Since the project's inception and to date, Imerco's revenue has increased from 54 million DKK to 143 million DKK. The number of purchases increased by 140%.

    Imerco

    Signe Trock Hilstrøm

    Tidligere CMO & E-commerce Director, Imerco

    Claes Hansen

    E-commerce Manager

    IMPACT og IMPACT Extend

    Kasper Holst

    CEO, IMPACT

    Thomas Grønne

    Senior User Experience Consultant, IMPACT

    Dennis Bidstrup

    Tech Lead, IMPACT

    Henrik Hedeboe

    Software Developer, IMPACT

    Christian Vermehren

    Head of BI & Customer Insights, IMPACT Extend

    Martin Enevoldsen

    Digital Marketing Consultant, IMPACT Extend

    Caroline Hove Engelheim

    Lead CRO Consultant, IMPACT Extend

    Thomas Rode

    Senior Partner, co-CEO, IMPACT Extend

    Kristian Larsen

    QA Consultant, IMPACT

    Mathias Helmuth Pedersen

    Frontend Experience Specialist, IMPACT

    DANSK

    Baggrund

    Kan man slå markedet ved at indføre best practice på alle områder og tage datadrevne beslutninger med udgangspunkt i kundedata? Ja, det kan man, for det har Imerco gjort. Imerco vil være Danmarks foretrukne indenfor bolig, og derfor satte de i 2017 gang i en superoptimering. Målet var klart - at få samme stærke position online, som butikkerne har. Til det formål ønskede de at bruge data smartere til at understøtte butikssalget og give kunderne en bedre købsoplevelse. Ved at optimere den eksisterende platform ud fra e-commerce-guruernes anbefalinger, konsolidere kundedata på tværs af kanaler og tage datadrevne beslutninger har Imerco løftet top- og bundlinjen markant. Siden projektets start og til i dag er Imercos omsætning steget fra 54 mio. kr. til 143 mio. kr., og antallet af køb er steget med 140%.

    Løsning

    Imerco har optimeret hele deres online og offline tilstedeværelse for at give kunderne den bedst mulige købsoplevelse. Ældre funktionaliteter som kundeklub og in-store ordrer er bevaret, mens mange nye features er kommet til, og Imerco har formået at omsætte data til reel handling. Det har skabt en knivskarp omnichannel-løsning. For at være kundernes go-to-guy indenfor bolig tilbyder Imerco dropship. Kunderne får adgang til et kæmpe sortiment, som Imerco automatisk bestiller direkte hos leverandørerne, uanset om kunderne bestiller online eller i fysisk butik. Sortimentet er også blevet udvidet med større udvalg i eksisterende kategorier, og helt nye kategorier er kommet til for at skabe nye vækstområder. Imerco har implementeret mere end 150 CRO-tiltag for at give kunderne en bedre oplevelse og øge konverteringsraten. Andre tiltag som findability, brugeranmeldelser, søgefunktion og checkout har også fået et kærligt eftersyn. For Imerco er det vigtigt at være i øjenhøjde med kunderne. Derfor har de optimeret og åbnet nye trafikkanaler – før var de kun på 5 kanaler ud af 13 mulige. I dag er de på samtlige. Også menustrukturen er blevet rettet til ud fra kundernes søgetermer på Google og praksis i markedet. De har også fået implementeret et PIM-system, som har skabt et helt nyt produkthierarki, forbedret søgefunktionen og givet nye filtre og struktur. Et andet ben i optimeringen har været at omsætte reel kundeindsigt til handling. Som en af de første retailere i Danmark har Imerco fået implementeret en Customer Data Platform (CDP), som i bedste omnichannel-stil konsoliderer kundedata på tværs af kanaler, så de kan træffe datadrevne beslutninger ud fra dyb kundeindsigt. Med avanceret machine learning attribution har Imerco konsolideret data fra flere millioner kunder. Deres CDP indeholder i dag data fra over 1 mio. kundeklubmedlemmer, 20 mio. besøgende og 40 mio. impressions, som bliver visualiseret i et BI-dashboard. Med dashboardet kan Imerco nu prioritere deres marketing spend mere præcist, da de i dashboardet kan se kundernes færden, og hvilke kanaler der har ført til salg. De kan også i realtid følge med i ordreoptag, lagerbinding og salg, og dermed kan de forecaste på, hvilke varer der er i risiko for at gå udsolgt i kampagne- og peakperioder, og lægge ekstra ordrer, før det sker. Også marketingindsatserne og kommunikationen sker med udgangspunkt i kundedata. Tilbud og mails skræddersyes til kunderne ud fra de enkelte kundesegmenters interesser og tidligere søgninger.

    Resultat

    Imercos digitale oprustning har fået købelysten til at stige, og kunderne hiver dankortet frem som aldrig før. Imerco er et pragteksemplar på, at det ikke altid er nødvendigt at investere i nye teknologier for at vækste. I stedet for kan man med fordel kaste et kritisk blik på egen praksis og udnytte det fulde potentiale i ens eksisterende features. Samtidig sætter Imerco nye standarder for, hvordan retailere kan bruge kundedata smartere til at personalisere kommunikationen og prioritere marketingaktiviteter. Hos Imerco er der ingen tvivl. Knivskarpt datafokus får selv Amazon til at ryste. Siden projektets start og til i dag er omsætningen steget fra 54 mio. kr. til 143 mio. kr. - en stigning på 163% Konverteringsraten er steget med 28% - fra 0,99 til 1,02 . Antallet af køb er steget med 140% - fra 118.564 til 285.066. Også antallet af købte produkter er steget markant med 108%.

    (English translation + Google translate)

    Background

    Can you beat the market by introducing best practice in all areas and making data-driven decisions based on customer data? Yes, you can, because Imerco has. Imerco is Denmark's favorite in housing, which is why they launched a super optimization in 2017. The goal was clear - to get the same strong position online as the stores. To that end, they wanted to use data smarter to support store sales and provide customers with a better buying experience. By optimizing the existing platform based on e-commerce gurus' recommendations, consolidating customer data across channels and making data-driven decisions, Imerco has significantly raised the top and bottom line. Since the project's inception and to date, Imerco's revenue has increased from 54 million DKK to 143 million DKK. The number of purchases increased by 140%.

    Solution

    Imerco has optimized their entire online and offline presence to provide customers with the best possible shopping experience. Older functionalities such as customer club and in-store orders have been retained, while many new features have been added and Imerco has managed to turn data into real action. It has created a razor-sharp omnichannel solution. To be the customers go-to guy in housing, Imerco offers dropship. Customers gain access to a huge range, which Imerco automatically orders directly from suppliers, whether customers order online or in the physical store. The range has also been expanded with larger selections in existing categories, and brand new categories have been added to create new growth areas. Imerco has implemented more than 150 CRO initiatives to improve customer experience and increase conversion rates. Other actions such as findability, user reviews, search function and checkout have also received a loving overhaul. For Imerco, it is important to keep an eye on customers. Therefore, they have optimized and opened new traffic channels - before they were only on 5 channels out of 13 possible. Today they are on everyone. Also, the menu structure has been adjusted based on customers' search terms on Google and market practices. They have also implemented a PIM system, which has created a whole new product hierarchy, improved search functionality and provided new filters and structure. Another leg of the optimization has been to turn real customer insights into action. As one of the first retailers in Denmark, Imerco has implemented a Customer Data Platform (CDP), which in the best omnichannel style consolidates customer data across channels so that they can make data-driven decisions based on deep customer insight. With advanced machine learning attribution, Imerco has consolidated data from millions of customers. Their CDP today contains data from over 1 million. customer club members, DKK 20 million visitors and 40 million. impressions that are visualized in a BI dashboard. With the dashboard, Imerco can now prioritize their marketing spend more precisely, as they can see in the dashboard the customers' progress and which channels have led to sales. They can also keep track of orders, inventory and sales in real time, so they can predict which items are at risk of being sold out during campaign and peak periods, and place extra orders before they happen. Marketing efforts and communication are also based on customer data. Offers and emails are tailored to customers based on the interests of individual customer segments and past searches.

    Result

    Imerco's digital buildup has increased the desire to buy, and customers are pulling out the thank-you card like never before. Imerco is a splendid example of the fact that it is not always necessary to invest in new technologies to grow. Instead, one can take a critical look at one's own practice and exploit the full potential of one's existing features. At the same time, Imerco sets new standards for how retailers can use customer data smarter to personalize communications and prioritize marketing activities. At Imerco, there is no doubt. Razor-sharp data focus even makes Amazon shake. Since the start of the project and to date, revenue has increased from DKK 54 million. DKK 143 million to DKK 143 million. DKK - an increase of 163% The conversion rate has increased by 28% - from 0.99 to 1.02. The number of purchases has increased by 140% - from 118,564 to 285,066. The number of products purchased has also increased significantly by 108%.

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    • Imerco

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