A step-by-step shift toward data-driven marketing

How can we digitize our customers’ shopping experience? How do we connect mobile and online platforms and 20 branches with each other so we can offer our customers a seamless and pleasant customer experience? In addition, how is Pfister, the leading Swiss furniture company, pursuing the exciting path toward data-driven marketing? Carol Renfer, Head of Communications, reported on this transformation at Pfister at the BSI & gateB Breakfast.

The mission of the team around Carol Renfer, Head of Communications at Pfister, is to get the right information to customers at the right time and on the right channel.

Long live interdisciplinary teams!

An interdisciplinary project team consisting of specialists from the areas of e-commerce, business intelligence, i.e., data scientists, and marketing, is driving the strong online focus in communications and marketing. The goal is to shift the focus from supply-based to trigger-based marketing campaigns. Fusing touchpoints and blending data pose the biggest challenges in this regard, according to Carol Renfer.

What do customers want?

At Pfister, data-driven marketing means this: What does the customer want? What do customer behavior and supply contract data, and BSI CRM say about his/her needs and desires? However, this is only the initial step, after which things become truly exciting: What are we going to do with this knowledge now? This requires the creativity of marketeers that translate strategic considerations and customer needs into automated and personalized customer journeys. With shopping cart abandonment, the classic retail trigger, for example, it is exciting not to treat each case the same, but to deal with each one differently depending on the cart contents.

Pfister’s goals and learnings

Carol Renfer’s team at Pfister would like to achieve three goals with their paradigm shift from supply- to trigger-based marketing: An increase in skimming along the customer decision journey, a surge in purchase frequency, and stronger customer loyalty.

Carol Renfer has important recommended actions to share with other marketeers:

“It is essential in an interdisciplinary team to develop a common language and common understanding first. Only then can this new working arrangement be practiced.”

Carol RenferHead of Communications at Möbel Pfister

The marketing team did not pursue its first triggers until after extensive preparatory work that involved the bundling and prioritization of actions. “You take baby steps. Specific target groups, small use cases, and initially, only small successes.” Until the engagement in the interdisciplinary team has stabilized, it takes first and foremost, time, patience, and experience. Carol Renfer’s conclusion is this: “We are not out of the woods yet – but we are traveling this road together.”