The Fleggaard group is a market leader in the Danish-German cross-border retail industry. With more than 95% of Danes knowing the brand, Fleggaard is the preferred Danish-German cross-border retailer. But despite its popularity, Fleggaard still wanted to increase customer loyalty and encourage shoppers to buy more.
To achieve its goal, Fleggaard implemented shoppable digital catalogs extensively across its web shop and online channels.
Online orders are from iPaper
Avg. spend reading catalog
Promoted across 4 countries
Catalogs are a critical element in Fleggaard's marketing stack to attract and retain customers and increase sales in inspirational environments. With a bi-monthly retail brochure promoted across Denmark, Germany, Sweden, and Estonia, the aim was to captivate their audience with special offers, promotions, and loyalty rewards.
Brian Klindt, Click&Collect Manager at Fleggaard, explains why the online version of their catalog has a clear place in their sales and marketing channel:
Our customers value both our printed and digital catalogs. They expect them to just be there. However, we see a clear tendency where Danes increasingly opt out of receiving printed catalogs so accordingly, we see a yearly increase in the number of readers of our digital catalogs.
If we didn't have digital catalogs we would lose out to our competitors.
The online publications were the most visited content on Fleggaard's website. However, they did not generate as much revenue as Fleggaard hoped.
So why didn't the catalog perform as expected when they had so much traffic?
It wasn't easy enough to shop directly from the catalog.
Fleggaard had an add-to-basket function in their catalog, which added items to a shopping list. However, to be honest, customers weren't using the feature as much as Fleggaard would have liked. This was mainly because its set-up didn't allow the readers to easily view the full basket on the webshop while shopping in the catalogs.
So, the company pursued a smoother shopping experience.
The goal: Make it easier to bridge the gap between catalogs and webshop
With the eCommerce integration of iPaper, Fleggaard was able to connect products in their digital catalogs with their webshop, keeping everything in one place. Customers can now place orders instantly without ever having to leave the catalog, on any device.
Thanks to the investment, the overall eCommerce experience is much more dynamic today. It's easy to add products to the cart, users only have to handle one basket and Fleggaard ensures the customers stay within their universe throughout the process, never disrupting the user experience.
The integration also helps avoid bouncing customers. No longer do shoppers leave because they don't know how to find that very specific catalog product in the webshop. The fewer the clicks, the higher the conversions.
The more people who use the click-and-collect solution, the more profiles Fleggaard gets in its database. This provides Fleggaard with another effective communication channel, email. Here, the company can promote its catalog and retain its existing customers.
Fleggaard uses email permissions to promote the click-and-collect function. They send trigger emails when people who signed up put items in the basket without finishing the purchase. This has improved the total number of click-and-collect orders.
We can see that our customers genuinely embrace the online catalog concept, with an average time spent on catalogs of just below seven minutes. Integrating the catalog with our webshop has made things a lot easier for the customers! Now they handle one basket. The integration with iPaper's API worked perfectly.
In the first half of 2017, Fleggaard conducted a big, controversial campaign that included six videos with the Danish comedian Casper Christensen. The campaign gained a lot of attention. It was called "Crossing the Line," referring to both crossing the border between Denmark and Germany to shop and also crossing the line regarding behavior (with the actor in some rather unfortunate and compromising situations).
Fleggaard used their digital catalog as one of the channels for promoting the videos, making the catalogs engaging and entertaining. This was a big success, with an average time spent in the catalog of more than 7 minutes and a total of more than 3 million page views!
At the same time they introduced the integrated eCommerce solution, which ended up benefiting both brand and customer.
We expected that if there was a direct integration with the shopping basket, then the conversion rate and basket size would be better. Today, more than 10% of Fleggaard's orders contain items added to the basket from the iPaper catalog and that is without having done any kind of marketing or explanation of the function to the customers.
Not only does the integrated eCommerce solution give customers a better shopping experience, it also eases the daily tasks at Fleggaard. For creating and publishing hundreds of catalogs and ads each year, it's important to have platform that's easy to work with.
We have always been happy with iPaper's backend. It's very simple and intuitive. We can easily set up and publish new publications in iPaper. Customer Care is always very helpful and incredibly competent.