ØnskeBørn Annual Campaign
In August 2019, ØnskeBørn approached Clienti with the desire to take the ØnskeBørn brand and chain to the next level. A developmental journey towards, among other things, becoming more in tune with their core target group, coupled with a specific revitalisation of the ØnskeBørn brand and the chain’s commercial business. Clienti developed a new comprehensive chain strategy for ØnskeBørn – broken down at an operational level to a manageable 5-year developmental journey with strategic milestones.
The developmental journey started with a major analysis of the core target group and its buying journey, buying motives and buying behaviour. Through voxpops, questionnaires and workshops with mothers’ groups around Denmark, Clienti gathered a vast amount of insight into the core target group. We let this insight set a precedent for the further development of the brand, the identity, the position, the perception – and, ultimately, the communications platform itself.
And speaking of communications platform, our insight was able to enrich the messages and campaign efforts. Together with ØnskeBørn, we were able to – for the first time – link the many individual product groups (e.g. pram, buddy, soother, breast pump, safety gate, snow suit etc.) to the core target group's buying behaviour – even mapping the entire buying journey using the child's age, from 9 months to 3 years. We started the execution by rethinking the content of the sales campaigns over the course of an annual wheel. Content, messages, objectives, touchpoints and channels. And naturally we continue to do so.
We have created a new design and format for ØnskeBørn’s main catalogue and changed up the chain’s regular annual campaigns; "Birthday", "Christmas" and "Spring". You can read more about that below.
Annual wheel, campaigns and communication
Clienti works in a data-driven manner with deep insight into the buying behaviours of mothers, fathers and children. Parental purchases are mainly made by "mom", which we divide into four archetypes. Based on this, we can predict purchase behaviour in terms of the mother's preferences, the season, the child's age, the developmental stage and the sex – from when the child is 9 months to 3 years old, and whether the family has one or more children.
ØnskeBørn's annual wheel starts in February, when the new main catalogue is launched. The main catalogue is the first communicative launch from ØnskeBørn each year.
The annual wheel contains the entire year's branding and communication efforts – including the main catalogue, regular campaigns, rolling campaigns, POS material, giveaways and other communications.
One of the essential elements of the brand building of multiples is to create synergy and consistency across all the touchpoints of the brand – particularly the primary touchpoints at ØnskeBørn, such as SoMe, POS, Shopfronts and Interior Design, and the Main Catalogue. The aim is to capture the essence of everything that goes from the chain's office to its online shop and 26 physical shops.
A specific example of brand synchronisation is "unique offer signs" that match each of the six product categories from the main catalogue and the regular campaigns. The offer signs are designed to help mothers navigate between the different categories. It's a design that even accommodates daily practice, so pre-printed templates can be printed on in the shop.
The communicative branding tools set the precedent for the five regular campaigns (spring, summer, birthday, Black Friday and Christmas).
The regular campaigns focus on the specific purchases that the 26 physical shops have made in relation to the campaign period. In addition, the campaigns also target relevant seasonal items (rainwear, raincoats, gloves, swimwear, etc.).
Clienti generally monitors multiple KPIs. For the regular campaigns, there are three main metrics where all 27 shops are represented: "Traffic to the physical shop", "Traffic to the online shop" and "Sales in shop". Alongside these metrics, there are milestones with regard to periods, channels and diverging shop types.
As of June 2021, Clienti – solely online and by virtue of campaigns – has generated 85,608 click-throughs to ØnskeBørn. In addition, there has been an increase in physical traffic, though unfortunately we do not have precise figures as some shops do not have a visitor counter at the entrance.
Clienti converts an average of 30% traffic to the physical shops from online presence alone. The figure is based on a calculation by the chain's CEO. In comparison, the chain's biggest competitor has an official conversion rate of just 10%.
The turnover of the chain is above index 100 in all campaigns. Over the past three years, with Clienti as a partner, turnover has increased both before and after payout to the chain's shareholders. The turnover for 2020 is predicted to reach index 126 at multiple level.