BHG Group uses Salesforce in building a European retail powerhouse
Learn how Salesforce has become a key part of BHG Group customer centricity program, and a change in cultural mindset parallel with changes in the company’s infrastructure.
When wanting to make any refurbishing work or simply spicing up your home decor, chances are great you have been visiting one of BHGs online stores - whether it’s Bygghemma, Chilli, Furniturebox, Netrauta, Taloon, Trademax or any other of the 100 online destinations BHG Group holds under its umbrella.
BHG Group kicked things off in 2012 and has since then grown into the number 1 consumer e-commerce company in the Nordics serving 25 markets in total. The company’s strong position in these markets makes it the largest European pure play within the home improvement space, meaning Do-It-Yourself and home furnishings.
As a key player in a highly competitive e-commerce space, part of BHG Group’s strategy has been to combine a vast supply, providing customers with a broad range of choices, with the best-in-class customer experience. This, however, comes at a cost and that cost is reliance on data. Both product and customer data are in the forefront of the business and need careful management for BHG Group and its online destinations to stay ahead of their game.
at BHG Group
1. The challenge of being the leader of the pack
2. Rome wasn’t built in a day. Neither is a consumer e-commerce powerhouse.
10 years later, part of everyday life in e-commerce is to meet customers high demands. Customers expect an increased number of choices, personalized communication, speed and service. To that effect, BHG Group initiated a customer centricity program, a change in cultural mindset parallel with changes in the company’s infrastructure. A journey Salesforce has become a key part of.
“We have a step-by-step approach with Salesforce being a solution that might be bigger than us today, but one that we want to grow into”, says Niclas Hanson, Head of PMO at BHG Group.
A crucial part of this journey together has been gathering and consolidating data. BHG Group wanted to have a solution that decreased complexity and increased scalability. They wanted to be able to gather data from all customer touchpoints, by enabling a unified format and the ability to scale the procedure for any new brand onboarding the group. The solution is Salesforce Marketing CDP, initially with a focus on email for one of the brands, Netrauta. Salesforce has provided Netrauta with the ability to balance speed with quality through management of all email-related issues. Whether it’s sales, marketing or service related, Salesforce can provide an intelligent and automated outreach.
“The level of automation that Salesforce provides us with is huge. We would have had 10 times the staff to manage the email communication manually”, says Juha Saarinen.
one of BHGs original tech-creators
3. Omnibrand and omnichannel in the making.
The ambition is to migrate more data from all customer touchpoints into one full view of the customer base. By closing the silos and merging all valuable insights into one single source of truth about the customer, BHG Group want to provide a personalized and seamless customer journey between all types of channels.
“Salesforce provide us with a flexibility, data scalability and automation that is incomparable with others. We are aiming for growing into more and more solutions that will strengthen our ability to provide a personalized experience to each customer even more”, says Niclas Hanson.