Skoringen x Raptor
How Skoringen gained 102% higher e-mail revenue with the Customer Data Platform
Skoringen is the biggest footwear chain in the Nordics with roughly 200 physical stores all around Denmark and Norway – and a significant omnichannel presence.
Their goal is to provide quality shoes to the whole family – men, women, and children alike. And with such a diverse target group comes an enormous potential for data-driven segmentation and communication.
That’s why Skoringen is working with Raptor’s Customer Data Platform (CDP) and Recommendations to gather and activate customer data from various sources, including website behavior, in-store purchase data, and customer club membership activity.
All to give each customer the personal and consistent shopping experience that makes them come back every time the family needs new shoes.
Here’s how they’re doing it.
“Raptor helps Skoringen be the brand we want to be. A brand where every shopping experience is personal and seamless, and where we know and recognize the customer no matter where they meet us”
Segments that fit
While Skoringen serves customers of all ages and genders, they focus just as much on what and who their customers shop for.
For example, while a woman might enter Skoringen’s website, she could very well be buying shoes for her children or her partner. And that affects how Skoringen segment their customers:
Women
Men
Kids
As you can see, segments cover the three main target groups Women, Men, and Kids, but also subgroups like style (Fashion, Classic, SNEAX), and kids segmented into Baby, Kids, School, and Teen.
These segments don’t just include everyone who has purchased within one of these categories.
With the CDP, Skoringen get to know their customers’ interests by tracking product visits, URL tags on visited content, brand page visits, and category navigation.
When Skoringen builds a new segment in Raptor’s CDP, this is what it looks like:
This way, Skoringen can learn all they need to know about their customers and their families. Are they interacting with Back-to-School campaigns? Are they looking for baby shoes? Are they a loyalty member?
This is valuable information that can inform the targeted information from Skoringen.
For example, through segmented e-mail newsletters.
“When I started in e-commerce, I was dreaming of working with segments and data-activation in this way. I’m so proud of the work we’re doing with Raptor where the sky is the limit for the things we can do now”
E-mails made to measure
Skoringen sends out newsletters 2-3 times per week. But rather than pushing generic messages to their entire subscriber base, Skoringen’s newsletters target specific segments.
This means that customers who have shown interest in Classic styles will receive a designated newsletter with shoes from the Classic range. The same goes for Fashion, Kids or any other segment.
Target Group: Classic
Open Rate
Click Rate
Target Group: Fashion
Open Rate
Click Rate
And the results speak for themselves
With data-driven segments through Raptor’s CDP, Skoringen are seing a major boost in all e-mail marketing KPIs. They have attracted +30% more newsletter subscribers and +57% more visitors from e-mails to their site.
And while they’re actually sending fewer e-mails than they did before (-0,5%), the revenue driven by e-mail marketing has grown by an incredible +102%.
Number of subscribers
+30%
Number of e-mails sent
-0,5%
Website visitors from e-mails
+57%
Online revenue from e-mails
+102%
Key Take-aways
Skoringen is an ambitious and data-driven footwear retailer with a strong focus on delivering personal experiences for tailored segments.
Here’s what they have achieved:
- An increase in e-mail revenue by 102% through targeting precise customer segments using Raptor’s CDP.
2. A 30% increase in newsletter subscribers and 57% more site visitors from e-mail, even though they reduced their overall email volume by 0.5%.
3. Skoringen’s use of targeted email campaigns, with segments like Classic and Fashion, significantly boosted open rates and click rates.
Next up: An even more personal and data-driven website and search engine
While Skoringen is always doing great, there’s still work to be done.
Today, they’re working on creating the same personal experience on their site that they’re already delivering in e-mails. For example, their Classic and Kids segments will have specifically catered front pages showcasing only products that are relevant.
They’re also getting started with Raptor’s Site Search, a search engine that creates a more relevant search exprience by reranking relevant products and content in real time.
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