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While several players in the highly competitive electronics industry have in recent years struggled or even gone bankrupt, NetOnNet's business has gone in the opposite direction. Founded in 1999 purely as an e-commerce enterprise, the company today has 33 physical stores and over 900 employees in two countries, and in 2016 it recorded a turnover of SEK 5.1 billion.
One of the reasons why NetOnNet has been so successful is its focus on customer data as a basis for gaining an in-depth understanding of its customers. Data-driven target group analysis has paved the way for personalized communication with customer club members, which has led not only to an increase in customer satisfaction but also to more positive sales growth rates.
“As we grew, we realized how important it was for us to know our customers. At the same time, we understood that their demands in terms of receiving relevant, personalized communication had grown.”says Pär Gancarz, CRM Manager at NetOnNet.
“In the case of our TV week promotions, for example, we directed our home cinema package offers to an older target group with greater purchasing power, while younger couples living in smaller apartments received completely different communications”