It’s Raining Revenue! How Movable Ink Built a Revenue Waterfall for Brandsdal

I love this title. I do feel that I need to be hearing a song playing while, while I say it. It's raining revenue, and we're gonna spend some time thinking about things a little bit differently and talking about how Movable Ink has helped Brandsdal build a, quote, unquote, revenue waterfall, which is a wonderful, wonderful phrase, and I'm sure they're gonna give us some more information about that. If you have not been fortunate enough to encounter Brandsdal as yet, they are actually Norway's largest online retailer of beauty products. So, some respects Gareth from Estee has, has teed up some of this already. I am delighted to have three members of this team joining us. Two of them from Brandsdal and one from Movable Ink. Lee Jones-Abrahamsen, is a graphic designer. In fact, he's an award winning creative professional with experience designing for some of the world's biggest brands, Coca Cola, Nescafe, and Bacardi. He's joined by his colleague, Amalie Nilsen, who's a digital marketer at Brandsdal, and she's really focused on creating email life cycle programs and has been absolutely fundamental to the success of the programs that we're about to discuss. Here to compliment and to tell you more and to help with the presentation is Maria Ferreira from Movable Ink, who's a client experience manager. And Maria's passion for email marketing and creating personalized experiences is entirely relevant to everything we've spoke about, fundamental to some of the things that Brandsdal have been doing and I know she's going to share all of that with you. So without further ado, let me please hand things over to Maria and we can kick things off. Thank you so much, Sara. Hello, everyone. Thank you for joining us today for this exciting session where we will be diving deeper into how Emarsys and Movable Ink capabilities allow Brandsdal Group to create a highly personalized experience for all customer segments. In our fast changing world, it is crucial to adapt and innovate. Technologies, transforming industries, consumer preferences, are always changing, and new challenges and opportunities emerge regularly. And that is why the theme of this session is It is raining revenue, and the main topic is how we build the revenue waterfall campaign for Brandsdal Group. And before we begin our our discussion let me quickly outline the agenda for the next twenty five minutes. So we will begin by providing an overview of Brandsdal Group and their background moving on to the challenges they face where we will explore the specific challenges Brandsdal encountered during this journey. And next, we will take a deep dive into the process, Brandsdal used to address these challenges and the solutions the team implemented by leveraging Movable Ink and Emarsys's capabilities. And we will end this session reviewing the impact these initiatives have had in Brandsdal Group as a business where we will see how their business performance improved, the positive changes observed and lessons learned from their journey. So without further ado, let's dive right into Brandsdal Group. Lee, what can you tell us about Brandsdal? Hi. Okay. Well, Brandsdal Group has been operating for twenty six years. It started as an online auction, shops, selling garden furniture and house items. And then in 2007, we opened a store called Blivoca, which sold beauty products to Norway. And over the years, we've built up, to have twenty two thousand products in the store from four hundred or plus brands So it was rather successful and became the biggest in Norway. And from that success, we decided then we'd open in, other countries So we, now operate three other stores, which are sister Tuli Voca under the name Coca panda, and we have those in Denmark, Sweden, and Finland who now have also become big players within their countries. We have At the moment, four hundred well, four million customers, which is, quite nice. And we have opened two physical stores as well. And to date, we are two hundred and sixty four employees. We are based in the south of Norway, as might have been mentioned in a little city called Kristiansand where our main warehouse is for Norway, and we have a warehouse in Germany. Which sends out the products to the other countries. Right. Thank you for that overview. And before we dive deeper into how we have been working together to create meaningful, relevant, and real time one-to-one personalized experiences for Brandsdal customers, I wanted to stop for a moment and draw the audience attention to this quote from you where you said, Movable Ink helps making dynamic content slip seamlessly into pre-designed blocks style within Emarsys. Do you want to elaborate more? Yeah. Absolutely. Basically, in Emarsys, we have, pre built template blocks where we have our font, our colors, everything is there available available for us to just place and how we want to use it. So it was important that Movable Ink, was able to kind of fit into those blocks and not appear out of place. So within Movable Ink's app, which is online, we have the ability to, choose a font, choose a size, the correct branded font, for example, as we have in Emarsys, the colors, the placement, if we want it on a half banner, if we want it on a full banner. So that way we are then able to create emails that communicate in one, element, one complete communication. So everything just appears fluid in a way. Cool. Thank you for sharing our thoughts. I think, really highlights the importance of incorporating dynamic content within a brand communications and ensuring, cohesive and refined experience, within different platforms. Now let's have a look at Brandsdal Group journey from 2019 until last year. What can you tell us about it, please? Yeah. In 2019, we decided to go dynamic. We'd seen that the email popularity was decreasing, and, that's not unique just to our business. So we had to be proactive and, do something. And this is when we started working with, Movable Ink. We started operating with Movable Ink towards the latter part of 2019, started testing, and just finding out what kind of worked. And then came COVID, which, was quite an interesting period for everybody, especially the workforce for one, but also, email became rather interesting in how it performed and how we communicated as a company and how we implemented and tested was also, quite a challenge, but also very interesting. So in 2020, we started really testing and learning from those tests. Which then led to more testing. And more learning. And then throughout 20 and 21, we saw that each country responded slightly different to what content we were using. How we were communicating it. Also, how the customer responded where the content was, whether it was the top of the email, the middle, or the bottom. So there's all kinds of testing going on. And, eventually, we started really building out on the, apps that we found worked really well. And, this is where the waterfall terminology, arrived within our business, basically. And a good example of that is our abandoned cart. And, this is how we were operating. I think Amalie can perhaps talk about the future? Yes. So for the next couple years, well, for instance, improve email performance and customer journeys even further, by making the content we send out to our customers more relevant and personal, which takes me to the second point about improving the customer engagement by turning our customers into fans. That's something you hear a lot within the walls of Brandsdal is turning our customers into fans. And here we've taken the abandoned cart app one step further with the Super Waterfall, to cover the extra bits and categories to show even more relevant, content for the customer. Then lastly, it is important for us to boost agility while scaling dynamic personalization. And to boost agility, we're looking to add a wish list into the waterfall as a scenario, which we believe might be more powerful, than the recently viewed. And then additionally, when it comes to the time of open, changing, from the morning routine in the morning, to night routine, in the evening based on when they open their emails, would make the emails more atmospheric, and would also, therefore, soften the relationship with our customers. Right. Thank you for outlining Brandsdal Group key priorities for this year as well as years ahead. This is a valuable insight that will drive the next couple of slides. And with that said, let's now move our focus to the challenges Brandsdal Group encounter along this journey and explore each obstacle in detail. Lee, what can you tell us? Yeah. Actually, I joined at the, previous discussion and there was something set there that was quite relevant which is, maintaining the, the customer retention by showing that we care and show them relevant information. And I think that leads perfectly to what we're going to be talking about here. We want to be, as little intrusive to the customer as possible. When they open a mail, we want to also show relevant information. That helps us with, of course, customer loyalty and retention. We also use, Movable Ink to, communicate our trust pilot reviews, which shows up to the minute reviews, which makes it very relevant and very trust building for the customer experience. We can, of course, exclude bad ratings, but luckily we don't have many of those. We rank highly on, Trustpilot. We want to also in the email we want to also sell what we want to sell to the customer, but it's also important to show what the customer wants to see. And, what we've seen over time is that price is very important to the customer. As well, especially in certain countries, they respond very well to pricing. And over the time, we've, had to develop our shopping to being priced automatically for a large part of our products, which makes pricing to show in the emails a challenge because they prices change, almost minute to minute. So dynamic content and Movable Ink have helped us show the products, show the actual price as it is there and then. We can also, change what we want to show, related to the product, could be the price, or it could be all of the information or it could be just a social proofing how many times our products has actually been seen. And it helps also with the, time to production, because, as from the Movable Ink app, the marketers can go in and choose from a drop down menu, whether they want to show a particular brand or the best seller from that brand at that particular moment or a new coming product, incoming product, and it can choose that product's one, two, and three, show these in the email. And it will show the newest product with all the details and the correct price and the information, which helps, the marketers kind of work within the emails as well. Also we have the evergreen elements of the, of, Movable Ink, which which will be the recent reviews in the abandoned cart, which makes also, creating emails rather easy because we can just duplicate previous blocks from previous emails. And just use them again the next week because it will always show new or relevant information to the customer. Right. And now a question for you, Amalie. What was the process that Brandsdal Group implemented to address the challenges we have seen in the previous slide? To in order to overcome those challenges, we actually have, a quite elaborate process between the sales department, the marketing team, and our designers. And the first step in the process is that the sales representatives, will publish the weekly sales plan for each market. And after that's presented, the marketers, and sales representative will come together to find, the best use of dynamic content for each email. And additionally, the marketing team will discuss the campaign, specifications together with design team. And then, the designers will create content for the emails for each market, whilst the marketers, will create relevant content in the Movable Ink platform. Third, the marketers will set up the emails in Emarsys and include all relevant information from the sales department, then the Movable Ink's ink blocks, HTMLs are seamlessly added into the email for that extra boost and personalization. And the last step is testing, which is actually the most important step in this process. As we communicate with almost half a million customers, in Norway alone. And it is super important for us to understand what resonates the best with each segment, and what doesn't work, as well so we can take learnings and optimize for future communications. And what this does is that it ensures that we are able to serve the right message at the right customer at the right time, which gives us the opportunity to scale dynamic content without any additional work. And it was thanks to this process that as you said, we were able to identify opportunities and we found a promising solution to tackle some of the challenges that we covered. So let's dive into the solution we have chosen, and I am particularly excited about, is to receive the most relevant and engaging content by taking into account their most recent behavior while ensuring that information is also shown in real time. Amalie, would you like to take us through this solution in Yeah. So, the solution was, our super waterfall, which is, an ever going, evergreen block that it's easily added into Emarsys for that extra personal touch. And so for instance, if a customer has added, an item into their cart within the past week. That product will be shown, in the email, just like the screen grab, on the bottom left. And if the customer didn't add any products to their cart, but browsed, some products within the week, the recently viewed product will show And if the customer doesn't fall into that logic, than a trending product within a relevant category are shown, along with a sentence relevant to the fifty plus categories and subcategories in all four shops. Which has been written by or and slash or translated by, the marketers. And the block is automated based on brand design. Following specifications, which allows us to tap into social proofing. And just as an example. In the past three emails, yeah, this evergreen block has generated nearly ten percent of all the sales from those newsletters, and a newsletter can, it can hold up, like, six to eight blocks. So, it's a it's a good amount. Yeah. And what I really like about this solution is that It was just a one time setup. All the elements are fully automated, and you guys can just reuse it as many times as you want. And I feel like from start to finish, this solution plays a crucial role in bringing significant changes, producing real results and propelling Brandsdal business toward success. And to finalize this session, I would love to explore the key aspects that showcase the substantial business outcomes we achieved through our partnership. Would you like to take us through these numbers Amalie? Yes. So what we call sales generating apps, which are recently viewed and the abandoned cart. Those were used in eleven emails in the first quarter of 2023, and it generated 530 transactions. And this means that those two, those sales generating apps generated 15% of the total transactions from those eleven emails. When it comes to the sales assisting apps, best sellers and new products, they were used in five emails, and generated 70 transactions, which means that they generated 13% of the sales from those emails. And, these blogs are often SKU or brand specific rather than a relevant product the customer might know. And then, in Norway, we often have, Black Week instead of Black Friday. Or even longer periods. And in that week, we incorporated Movable Ink into our evening emails. It was used in five emails and generated 329 transactions, which is 10% of those, the total sales from those emails. And then so Movable Ink, gives us a way to show the customer's specific product which is more relevant for, for them, and it acts like a golden nugget. If they feel that they're not triggered by any of the more general sales. Right. Thank you, and then Lee. Would you like to take us through the numbers on the left side of the screen? Yeah. Basically, as a designer, the numbers are nice to see, but the processing, getting the work done into the emails is quite a big focus. Those designers, we we have responsibilities for landing pages, emails, and many other things social media and everything. But every week, we have create something for a landing page, which is our Deals of the Week landing page, and this has to be done and completed before it goes live on a Wednesday night for example. So in order for that to go live on a Wednesday night, we have to get all of the work done, the images ready, the information ready in the landing page, then it gets tested on a test URL, then it's approved, and then it's good. What we have been doing is we've been replicating the content of that landing page, we're formulating it to fit into emails, which means a bit of work in over the designer to make it fit into the blocks of Emarsys, the marketer has to read the process of the details going in, then it has to be tested internally. And then there are mistakes because these things happen, then that those have to be re communicated, retested. So what we did, we worked with Movable Ink, and they've helped us, create a web crop for this, landing page, which is really nice. So we're currently using that, we've been testing it. We can have full control over the content of that landing page and how we want it to appear in the email. So it doesn't necessarily have to be the same design as the landing page. We want it to fit into the email. And by doing so, we know that when that email has the link to the URL to landing page, the content's correct. We know it. So there's no need to test. So the work is saved. And if we get the same amount of sales from that banner as we would have done, if we created it in Emarsys, then we're all good. Saves time, less headaches. Also one thing, if we have a gift that, that comes with a purchase on the landing page and as it happens, we sell out of that, we can remove it from the landing page and it disappears from the email because it's linked to the landing page, which is also quite nice and rather effective. Thank you. So to wrap it up, we are super excited about what we have achieved together and how it is positively impacting Brandsdal Group from tackling challenges, implementing teller solutions. We have seen real results, and we are excited to continue working together, creating more personalized experience and keep pushing the boundaries of what we can do together. Thank you, Lee and Amalie for joining me today and to everyone who attended this session. Thank you very much, all of you. That was a really, really interesting session. And I think it was unique in that it showed this incredible collaboration between design, digital marketing, and technology partners all coming together to drive a successful strategy, which brings me right back to where we started the day, which is that the entire theme of this event is all about the art of marketing, the science of marketing, coming together to create things that are inspiring for customers and that drive business outcomes. And that's exactly what you showed today. So thank you very much that. I think it was fantastic. And the continuing themes of personalization and loyalty keep coming through. And I really think it's also worth highlighting that concept of trust, which keeps coming back over and over again, and actually Gareth teed up in the last session at the end, you know, acting customer's data and security, letting them put their trust in you so that you could deliver it to them, the campaigns and the engagements that they want. So thank, thank you very much all three of you. If there are questions for our distinguished, set of presenters, obviously there's the Q and A. If you'd like to learn more about what they shared with you, I invite you to check out the more detailed Brandsdal case study. There's also a TEI, that talks about, how Movable Ink can impact your business and you're also more than welcome to request a demo directly with moveable ink to understand how Moveable Ink in combination with Emarsys can actually help to do, can empower the marketers in your business. And as always, if you'd like to follow-up and ask questions directly of our presenters, here are their contact details. And again, you can find things on their bios, and On24. Thank you so much again, Lee, Amalie and Maria. It's been pleasure having having you with us. And thank you for all the, effort of the festival and sharing that fantastic story.