Written by Christoph Sauerland
The husare afterwork meeting “From brand to checkout. Top learnings from data-based marketing at KiK.” dispelled the notion that it takes years of preparation, a large team and servers full of data to get started.
At KiK, real customer data was also in short supply until 2021. No wonder, because the majority of the business took place at the POS, with many millions of customers but without specific knowledge about purchasing behavior, preferences and individual transactions.
This changed in 2022 with the introduction of a loyalty program. “Start small, go big” was the motto. And a cleverly planned business case (which benefits are specifically relevant for KiK customers, what can be mapped in terms of processes, how can data quality be ensured?) and backed up by market research (e.g. rewarding purchase frequency and not sales as with other loyalty programs) has become one of the most successful loyalty programs just three years later – with currently 15.4 million participants.
“There is a lot more data that can help you than you think. The segmentation example was really great. And: data analysis doesn’t always have to be an IT monster if you know early enough what you actually want.” This quote from a visitor to our after-work meeting sums it up perfectly. And should encourage others to get started, even if there is supposedly little and no “perfect” data at the beginning.
Our colleague Vincent Wilmink concluded by showing how to start small (collecting data, segmenting and testing the effect of various triggers) and go big (networking data and automating account-based marketing).
A brief insight into the event:
90 minutes of high attention and 20 minutes of lively discussion show that we have once again lived up to our claim of conveying knowledge and insights in a practical and applicable way.
If you would like to find out more about brand, CRM and data-driven marketing, then get in touch with me.
By telephone on 02572/9363-37 or by e-mail c.sauerland@husare.de
CHRISTOPH SAUERLAND – BUDGET DIRECTOR, HUSARE
“Data instead of gut feeling.” Christoph is the bridge builder between brand, media and creation. He thinks brand management strategically and puts it on the road with relevant data – for brands that are loved and campaigns that sell.