Kwantum is the largest homeware discount store in the Netherlands and Flanders, and the market leader in the product categories floor coverings, laminate, curtains, wallpaper and lighting. Apart from their extensive network of 100+ store locations, they are also very active online. Kwantum generated €191 million in revenue in 2014 and employs 1600 people. They were part of the stock-listed Macintosh Retail Group and were recently sold to a private company.
What Was Their Goal
The main challenge for Kwantum is that they want to sell more of their products online. Since most products are complicated or costly to order this seemed to be a challenge. Furthermore they wanted a high level view on all marketing efforts and their bottomline impact.
Our Translation of the Goal
Kwantum posed two questions. First they wanted to increase the revenue in the web shop. Secondly they wanted an holistic overview of the effects of the online marketing campaigns. At Bossdata every client goes through the same methodology. Even if they have clearly defined a goal that they want to achieve we question it.
Since we would be judged on conversions and conversion ratio, an important first step would be to clearly outline what visitor behaviour on the website would be considered conversions. Because of the large offline presence of Kwantum, there are many more ways to add value other than just e-commerce revenue. As evident in a multi channel shopping environment the outcome of campaigns could be both on and offline. Therefore both conversions should be taken into account when looking at conversions. For Kwantum this was a major game changer. A KPI was identified on the website that could be measured as an offline conversion.
Secondly we wanted to generate a report that gave an holistic view on campaign outcome. The goal was to get all cost data and revenue data in one report that was updated on a daily basis. Since they were using many marketing channels (Google, Bing, Facebook, Addroll, Youtube, Critieo, Beslist, email, etc.) we were lacking cost data in Google Analytics.
Metrics we measured
- Online Conversions: for all campaigns we measured e-commerce conversions.
- Offline conversions: unique for Kwantum we took into account that the website also generates offline conversions.