K Group is one of the trading sector's pioneers in collecting and utilising customer data. Retailers are using an application that supports store management and offers a tool for targeted marketing. For customers, utilisation of data will lead to personal, interactive and multi-channel service.
It is important for retailers to monitor the wishes of their customers, the development of sales and trends in the trading sector. When the business is busy, it has often been challenging to search and analyse data quickly and, in several cases, some data has remained completely unused.
"We wanted to get all of the data into a form that is easier for retailers to take in and use. We developed an entirely new visual reporting tool to enable retailers to see the information about customers, market areas and competitors that is relevant to their own stores. A clearer reporting entity makes it essentially easier for a store to manage by information," says Minna Vakkilainen, VP, Head of Customer Data in the K Digital unit.
Easier to use data has reinforced the understanding that stores, areas, competitive situations and customers are different. That is why every K-store is different – tailored to the demands and profiles of local customers.
Targeted email marketing
Easy, fruitful marketing based on data plays a key role in the everyday work of digitalising stores.
The targeted marketing service, Kampanjatiski, is an application that enables retailers to quickly and cost-efficiently make store-specific email marketing based on K-Plussa customer data.
K-food retailers see the application as a great opportunity to do marketing.
"It is positive that I can do marketing whenever I want. Retailers need to be agile and make decisions quickly. Kampanjatiski enables us to react quickly," says Jouni Ekholm, retailer at K-Supermarket Mustapekka.
In addition to the Kampanjatiski application for retailers, K Group's other forms of marketing are increasingly transitioning towards the use of customer data.
"In 2016, we expanded K Group's targeted marketing using customer data and began carrying out programmatic marketing relying on our own team of experts. By utilising our own customer data and digital technologies, we are developing more customer-oriented marketing and laying the foundations for future marketing," Vakkilainen says.
Utilising customer data to provide more personal customer service
Customers expect stores to provide a new form of personalised and interactive service. They want to get a wider range of service in return for the information that they give to companies. However, this does not necessarily mean that customers are only looking for special offers. It is also important to offer service, information and inspiration.
We create marketing based on customer data to offer the best customer experience in the trading sector. We communicate to customers at the right time, using the right media and with exactly the right content for each customer.
"By utilising internet browsing data, we can help customers who are planning renovations to get through the various phases of the renovation by offering them relevant content in different channels, telling them about the renovation services offered by K-Rauta and providing interior decoration tips," says Mari Huuki, Marketing Analyst for the building and technical trade.
K-Plussa is changing
K-food mobile application (In Finnish)