Due to a broadening of its portfolio, the Dutch company Skantrae is forced to review the digital customer journey. With DIY stores, wholesalers and freelancers as customers, the timber company, which is best known for its doors, wants to offer a contemporary package of tools to unlock its range. How do you start such a process? Frank van Putten tells more about it at Digital Marketing TV.
In recent years, Skantrae has put a lot of energy into online inspiration, but that has not led to sufficient conversion. “There was a gap between inspiration and sales,” explains Van Putten. It was time to plug the leaks in the funnel, says Job Nederlof of partner De Nieuwe Zaak.
The limited success of the marketing approach can be explained because customers ultimately buy from chains such as Gamma and Bauhaus. The conversion must take place there and the entire customer journey is now geared to this. From inspiration to sales.
Direct sales to consumers are not covered. If only because the order does not fit through the letterbox. But above all, Skantrae wants to continue working with retailers, which also have the expertise that the customer wants.
Skantrae has developed an experimental app to use AR to place doors ‘virtually’ in the home, so that customers get a better impression. Now a solution has been chosen in which the customer is inspired by digital means in the store.
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Source: Nieuws – Emerce by www.emerce.nl.
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