Maximising value with HEMA.

How to treat customers as individuals.

(Truly understanding your customers)

Since 1926, HEMA has been the go-to place for good quality and affordable personal and household goods. The brand has since grown to over 750 stores in 7 countries, alongside a booming e-commerce platform.

HEMA prides itself on providing premium value to customers by creating a personal dialogue with every customer. However, genuinely knowing their customers has proven to be a complex task.

Personalising the customer journey.

(It’s time to get personal)

Over the past few years, HEMA has worked with Springbok to develop a single customer view for a more personal approach across all 1-to-1 channels. This is based on a continuous three-step approach:

1. Creating awareness: launching the ‘More HEMA’ loyalty programme In 2017 we kicked-off the More HEMA loyalty programme to raise awareness and track the target audience across all retail platforms and communication channels. It quickly became the second largest loyalty plan in the Netherlands and was rolled out in Belgium in 2022 due to its success

2. Optimising profiles: defining customer profiles We began to identify key profiles in the database. Using a ‘test and learn’ strategy for each campaign which targeted these profiles, we optimised customer communication through all relevant offline and online channels. This enabled HEMA to expand their customer contact strategy (CRM) and increase their customer value.

3. Learning from data: fine-tuning personalised marketing HEMA’s data was centralised and used by clever dashboards and applications, such as Selligent, SalesForce, and Google Ads. From here, we could set up personalised campaigns which were optimised based on customer preferences across the HEMA organisation.

Pioneering data innovator.

(Award-winning customer knowledge)

HEMA’s data journey has empowered the company to become the most data innovative retailer in our region, able to analyse and act on every single customer, store, and product. Our approach has been validated through multiple projects, including award-winning campaigns.