Dutch bed manufacturer Swiss Sense use Store Sales Direct to optimise their omnichannel service with in-store revenue data.
The family behind Swiss Sense have been making beds and mattresses for more than a century. With almost a hundred stores operating across the Netherlands, Belgium, Germany and Austria, as well as a thriving ecommerce website, the brand’s five year goal is to become Western Europe’s market leader for sleep products.
According to Steinar Breeschoten, Chief Marketing Officer of Swiss Sense, effective digital marketing will be critical in achieving this goal. “Advertising is essential for a growing business like Swiss Sense,” he says. “In the Netherlands, where we are already market leader, it helps us to remain top of mind, while in a market like Germany we need it to support our rapid expansion.”
Traditional products, modern customer journeys
Although the majority of the brand’s sales take place in a physical store, Steinar and his team are conscious of the importance of digital in the omnichannel customer journey. “How big an influence online had on our offline sales was always unclear to us,” he recalls, “and that’s something we knew we needed to solve.”
To address this issue, Swiss Sense implemented Store Sales Direct, which enables advertisers to connect online ad activity with in-store revenue. “We were already working with Google on some online-to-offline projects, using Store Visits and Analytics 360,” says Steinar, “so when we heard about the Store Sales Direct beta, we immediately wanted to be part of it.”
Measuring omnichannel revenue
To use the Store Sales Direct feature, retailers, who already ask customers to share their email during checkout, encrypt and uploaded the offline sales data to the system to be matched against ad interactions. “Other systems can only indicate how many people have gone to your store after an online touchpoint, but with Store Sales Direct you can see their bottom-line value to your business. This gave us a much clearer insight into performance which we could then use to optimise our marketing.”
Taking into account their contribution to offline revenue, Swiss Sense discovered that return-on-ad-spend for their online campaigns was actually much higher than previously thought. Customers who engaged with the brand across multiple channels were more likely to convert, and these omnichannel shoppers also had a higher average order value. The brand also discovered that 45% of omnichannel revenue was influenced by a mobile touchpoint during the customer journey prior to conversion.
“These results exceeded our expectations,” says Steinar, reflecting on the outcome of the project. “We learned that our Google Ads campaigns influenced more of our offline sales than expected, and that mobile is also more important than we’d realised. With better data we can better optimise our activity, which will be key for us as we work towards our ambitious growth targets.”