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)