Martech as a growth driver: How Søstrene Grene makes full use of their first-party data
AI for Marketing Cases
Tuesday 12:50 PM - 01:30 PM
Language: Danish
Gold winner of Rambukken 2023 in Denmark. Get a unique insight into the many opportunities available within Martech, as well as how an increased strategic focus on first-party data can transform your marketing efforts and drive growth – all based on the journey Søstrene Grene has been on together with IMPACT Commerce.
In just four years, Søstrene Grene has upgraded from a simple MailChimp setup to a best-in-class Martech Stack. Throughout the process, it has been clear that success is not only achieved by implementing the latest technologies, but also through continuous improvement of the setup in order to achieve the most efficient use of first-party data – both from a demand creating and a demand capture perspective.
This approach, which we will unfold further during the presentation, led to a significant increase in Søstrene Grene's subscriber base. Through a focused effort and a sharply defined CRM and Martech strategy, we collected over 260 valuable data points on leads and customers.
In our presentation, you can look forward to:
Get inspiration for your Martech roadmap and important takeaways from a very advanced Martech setup - with the use of first-party data as a focal point.
Get an in-depth insight into platform strategy and architecture with enterprise platforms such as Salesforce Marketing Cloud and mParticle CDP in interaction with the Danish recommendation tool, Relewise.
Hear honest reflections on the Martech journey, what could have been done differently and what we believe is holding companies back from jumping on board a similar journey.
About IMPACT Commerce
IMPACT Commerce is one of Scandinavia's leading consulting firms when it comes to driving digital transformation for companies across industries and markets. With more than two decades of experience, proven results and an unwavering commitment to attracting the industry's greatest talent, IMPACT Commerce has a vision to "change commerce for the better". In other words; to challenge the status quo and raise the bar when it comes to digital commerce. Through their sharp expertise in digital commerce, omnichannel and data-driven customer journeys, they help global companies grow and thrive in a constantly changing digital landscape.
About Søstrene Grene
Søstrene Grene is a Danish chain of stores that was founded in Aarhus in 1973. Søstrene Grenes focuses on a unique store experience that should inspire customers every time they visit it. On the signage around the store and in the company's logo, the two sisters Anna and Clara appear, who since the start-up in 1973 have been used to tell stories about the products and the company's operations. Over the past 50 years, Søstrene Grene has grown to count more than 278 stores in 16 European countries. A strategic focus on digital transformation under the name "Experience Like No Other" has, since the first webshop launch on March 31, 2020, turbocharged digitization and opened the webshop and associated mobile apps in 13 markets with several award-winning solutions.
Speakers
Mikkel Skov Søgaard
CRM Lead, Søstrene Grene
Mikkel Skov Søgaard, CRM Lead at Søstrene Grene. Strategy, development and execution of the company's CRM initiatives. He has been employed since 2019, before Søstrene opened their first webshop during the corona shutdown on March 31, 2020. Mikkel has seen how the company has changed from the inside to a classic retail business towards an Omnichannel setup with webshops and App in 13 markets. His passion for creating a unique customer experience goes hand in hand with Søstrene Grene's digital transformation with the title "Experience Like No Other". Of this, he is an important part of the strategy to work with 1st Party data to realize this, which is why he also has partial responsibility for the CDP. The work with 1st party data in a CRM context was recognized by the jury as the winning case in the category "1. Part's data" for the Rambukken awards 2023.
Josefine Bruun Jensen
E-mail marketing specialist, Søstrene Grene
Josefine has been employed since August 2022. In that time Søstrene Grene has opened 7 new webshops along the way. Here she has played a central role from a CRM perspective, and in that way experienced Søstrene Grenes digital journey so far. As Media & Experience Coordinator, Josefine works to develop and optimize Søstrene Grene's E-mail Marketing and Marketing Automation setup by making the customer experience as personal and relevant as possible. It involves everything from the development of personalized content and communication to the optimization and execution of Marketing Automation through the use of 1st Party and Zero party data.
Kenni Wiltoft Rostgaard
Senior Strategic Consultant, Impact Commerce
For the past 11 years, Kenni has dedicated himself to digital marketing with a particular focus on running and growing companies through the use of marketing technologies, digital channels, data and insight. In the past 5 years, he has been an integral part of IMPACT Commerce and has acted as both a specialist and advisor for large Danish brands and companies. He has most recently been involved in a major Omnichannel & Martech project for one of the leading fashion brands in Europe - and excels at the crossroads between setting strategic direction and executing marketing strategies with a deep understanding of martech, data activation and orchestrating customer journeys.
