Everyone loves a bargain. When Dagrofa offered its customers a 15% discount on their grocery shop, everyone got a good deal. Shoppers not only saved more; they spent more too. As Lasse Gubbertsen, Head of Loyalty and Digital at Dagrofa revealed: “Customers that had activated the offer checked out with baskets 294% larger than those that hadn’t.”
With Salesforce, Dagrofa can not only push promotions like these to its customers faster; it can also capture how they respond. “Every offer gives us more insight into consumer behaviour, which helps improve the customer experience and the customer relationship,” explained Gubbertsen.
It was this desire to get closer to its customers that led the Danish retailer to deploy Salesforce in April 2015. “Shoppers are price-focused. We need to be able to tell our customers how we compete on everyday products,” said Gubbertsen.
In the past, Dagrofa had relied on a printed weekly catalogue to showcase its prices, but this approach was falling out of favour with customers. As Gubbertsen explained: “In some areas 70% of people said they didn’t want to receive the catalogue any more. We needed to look at new ways to reach our customers.”
Dagrofa recognised going digital would open up not only new customer channels but also new opportunities. “By digitising our advertising, marketing, we would be able to provide tailored customer offers based on time, place and personal preference,” said Gubbertsen.
To realise its digital ambitions, Dagrofa partnered with Salesforce. “We needed a solution that was ready to go. With Salesforce, there’s no hardware but there are loads of APIs,” added Gubbertsen.