“All our recommendations are based on users’ interactional patterns. What they search for and how they navigate. If you bought a garden chair last week, you should be met with a parasol the next week.”
The now 60-year-old retail chain has developed into a European enterprise by offering products for home improvements, gardening, and workshops – still under “one roof” but stretched out onto both physical and digital spaces.
Today, this encapsulates their success: the ability to tap into all customers’ home improvement needs no matter where they choose to start their project – their physical store or the online space.
Understanding the customers
In a Customer Data Platform, every piece of data you have from online and offline sources is streamed into the platform – your CRM, website, e-mail marketing platform, advertising campaigns, SMS, POS systems, social media, call center, etc. is connected, unified, and activated to reach overall business goals.
Personalization is part of BAUHAUS’ genetics
Raptor Services helped BAUHAUS connect their online and offline activities in a way that customers would experience as seamless. By using customer data from purchases in the physical store they are able to offer recommendations within the same category.
Imagine this: You purchase a grill in one of BAUHAUS’ warehouses. Online, you would be met with related products such as ‘Grill cleaner’, ‘BBQ cover’ etc.
A Customer Data Platform collects data from customers’ interactions in all channels to create a consolidated image of each user profile – a Single Customer view. You learn to understand your customers individually through data and create audiences that are pushed onto marketing channels, such as their e-mail marketing system, Facebook, and Google.
A traditional brand that values relevancy
While BAUHAUS has stretched its scope beyond their familiar, red warehouses, personalization and a Customer Data Platform allows them to maintain their “everything under one roof” concept.
With the physical stores at the center, BAUHAUS has created a personalized DIY universe that benefits customers and BAUHAUS alike by:
- Creating a seamless transition between the physical warehouse and the online space that makes it easy for the customer to get on with their projects
- Achieving a Single Customer View of each visitor in order to target them with products they are actually in the market for
- Offering customer’s relevant product recommendations no matter which platform they visit