How one workshop gave Kringwinkel a digital plan

Kringwinkel wants to get to know its customers better. A strategic workshop with Pebble set out quick wins and a long-term plan, and gave twenty marketers a clear view of their role.

Industry: Second-hand retail
Expertise: Marketing automation, Analytics
Platform: Mailchimp

marketers with a clear view of their role: 20
goals for the workshop: 3
areas of quick wins, from audiences to data: 4

The challenge

Kringwinkel wants to get to know its customers better over the coming years. That ambition brought them to Pebble.

Building knowledge in-house
Kringwinkel invests in its own expertise and in creating jobs. The team had to stay at the helm and develop its digital strategy on its own.
Teams spread across regions
Many committed people, each region with its own dynamics and responsibilities. What was missing was cohesion and a shared 360° view of the customer.
Ready for what's next
To stay future-proof, Kringwinkel had to respond to the changing digital needs of customers and staff, with clear goals and priorities.

Our approach

After a thorough look at the current situation and Kringwinkel's ambitions, we ran a strategic workshop with three goals: increase knowledge, strengthen collaboration and make an impact. From there, we built a plan of quick wins and long-term projects.

Customers and audiences
Profile enrichment and progressive profiling, segmentation in Mailchimp, source tracking and communication per audience.
Strategy and planning
A clear goal for every email, monthly sessions with the different regions, and better use of feedback.
Content
Short, strong copy, optimised send times, and content that promotes the other channels: the auction website and the webshop.
Data and analysis
Measuring and following up results, running A/B tests, and using what we learn to adjust the strategy.
The long term
With the Marketing Automation Maturity Model as a guide: richer profiles for deeper segmentation and personalisation, one approach across webshop, auction site and shops, and predictive analytics to anticipate when customers are likely to buy again or drop off.

The result

Email marketing is an important focus for us from this year. Pebble showed us how to get the most out of it, and where our quick wins are.

Sanne van DelftMarketing Manager, Kringwinkel

Takeaway

The workshop had a direct impact on the Kringwinkel team, and laid the groundwork for more personal, more effective communication.

Twenty marketers, one direction
Twenty marketers now have a clear view of their role and know which actions will move things forward.
Quick wins within the current setup
Every quick win can be done straight away, with the tools already in place.
A plan for the long run
Segmentation, an omnichannel approach and predictive analytics give Kringwinkel a base to keep growing.