“Personalisation is key to success”
Hankkija is a Finnish nationwide store and service chain for agriculture-related products, machinery, hardware and gardening. In addition to their webshop, Hankkija has 64 retailing stores around Finland. In 2017 Hankkija net sales was 717 million euros. The company has ca 1000 employees.
First Step: Careful Validation
Two years ago, Hankkija realised that marketing automation would be the next step for them in their quest to deliver a great customer experience.
To start off the process, they carried out a careful evaluation between different systems and providers. Hankkija first wrote down their own needs and demands. Based on those criterias, they carefully sourced a dozen of marketing automation system vendors. Main criteria were integration to MS Dynamics CRM, ESP, online personalisation possibilities and A/B testing. Eventually, the decision fell on APSIS. Heikki Rajamäki, CMO at Hankkija explains why:
“APSIS Profile Cloud was in the middle both price and feature wise. The main benefit of Profile Cloud is that it’s an open marketing hub, which means that other systems can be used if needed. In addition, the integration possibility to CRM system was a big plus. Also, not to mention about the long and fruitful cooperation we already had with APSIS.”
Due to excellent validation and defining of objectives, Hankkija had already planned what kind of use cases they should start to implement at first. Hankkija was sparring these together with APSIS’ marketing automation experts.
Online Personalisation Is Key to Relevance
Due to the fact that Hankkija has two very different target groups, it’s important that website content and emails can be personalised based on customer profiles - their interest and behaviour. Rajamäki explains:
”In the past, product managers even had some quarrel regarding which product categories got the most attention on the website. If a company, such as Hankkija, has a large product portfolio and a large target group, personalisation is the key to success. We started collecting data at early stage. Because of that, we can personalise the website based on the visitor’s own interest all the way from the landing page. This is a major factor, which helps us to improve customer experience.”
As a part of their website personalisation, Hankkija tailors their pop ups based on user behaviour. Consumers get to see a newsletter pop up based on the category of their interest and farmers are offered to sign up to use extranet.
”Even though our extranet provides significant additional value to farmers - for example important information about corn analysis and price indications - we understand that signing up to extranet is sort of a big deal. However, since registration is a key to long-term customer relationships, the value of a single customer is high for us. So, all the registrations we receive - even though it’s not more than some dozens during the week - brings us money on the table,” says Heikki Rajamäki.
Email Is Still an Important Channel
Email marketing plays a major role in Hankkija’s marketing. Two-way CRM integration to MS Dynamics is used heavily and has delivered great results. Pauliina Åkerlund, Marketing Planner at Hankkija, explains that they use data to personalise emails for farmers with great success:
”We can approach even a small segment with highly targeted content because we know the recipient so well - everything from purchase history to field area size, animal species and quantity etc. Message is always relevant to the recipient. This, of course, raises the conversion rate by engaging the customer in a better waybetter. In addition, the integration significantly cuts down our working time. Our work process before the integration feels like stone age now.”
Even though it’s too early to deduce concrete results from their email sendings based on web personalisation, the results of ecommerce flows and abandoned shopping cart emails have been excellent:
”Our abandonment emails leverage three times higher conversion rate than our average webshop conversion. Due to automation, the reminder flow is running by itself and no extra resources are needed. The sales from recovered shopping carts is extra on top of everything else,” says Åkerlund pleased.
Cooperation Made Easy
Hankkija and APSIS have been working together for years. But to expand their utilisation of marketing automation has been the biggest effort and main focus lately. The cooperation is highly appreciated by both parties:
”It’s super easy to contact APSIS, their staff is nice and I’ve been happy with the them,” says Pauliina Åkerlund. ”Cooperation works well and things go smoothly,” confirms Heikki Rajamäki.
”We still need some more experience and results on the use cases, we also need to be able to multiply cases wider to be able to develop marketing automation. In marketing, you often need have a hunch that this is a good thing you should go for. With that said, you need to keep in mind that marketing automation doesn’t run by its own but companies must have people with high competence to work for better customer experience.”