Hobbii, the fastest-growing company in Denmark, is currently moving from an acquisition approach to one of loyalty by creating opportunities for customers to remain loyal and continue purchasing over their lifetime.
As a relatively young company (five years old), Hobbii has made an impact by selling yarn, patterns, and other accessories to knitters and crocheters all over the world. Although they send out several general newsletters each week, and 70% of their customers are subscribed to these emails, the brand is working toward creating more 1:1 connections with customers based on their buying and browsing habits.
Hobbii is using the Emarsys CEP (Customer Engagement Platform) and their first-party data to make unique customer journeys. For example, if a customer on their site looks at a specific pattern, or a type of yarn, or some accessory, an automated journey will be implemented to provide that customer with a unique 1:1 experience.
Hobbii understands that a brand's ability to deliver 1:1 experiences at scale to every customer is critical to achieving its goals. The approach can help them stand out from the competition, improve their overall engagement, and increase their bottom line.
Loyalty is more than just selling the right product to the right customer at the right time. Customers are motivated to establish long-term relationships with companies that demonstrate a commitment to them.
To better serve their millions of customers, Hobbii created a customer club and gained 1.1 million members in less than a year. Hobbii believes it vital to not just sell products but to provide great customer experiences and assist customers in creating their specific projects. This customer-first approach makes it easy for shoppers to remain loyal.
Going forward, it will be exciting to see how the personalized experiences Hobbii creates for each and every customer impacts brand loyalty. Not only will this approach provide customers a more tailored experience, almost as if they were in a store, but it allows Hobbii to understand their customers better, gain deeper insights, establish long-term relationships, and entice them to continue shopping with them. Check out the other ways Hobbii is creating a more personalized experience for customers.
