“We are very spoiled by conversion figures of actions in traditional channels. Our online campaigns often have a smaller reach, but are used more specifically. The numbers are smaller then. The effort is judged on the result: we keep looking for the right forms, it keeps discovering and learning, especially by just doing things. And yes, that can sometimes turn out less successful.”
“ Compare it to a supermarket , they have a higher visit frequency, customers visit the supermarket several times a week. On an annual basis we also have many visits, but these are more clustered, many visits in a short period and then not for a while. You try to shorten those periods in between, but that is only possible to a certain extent.
gamma_newsletter_smallAs soon as the customer starts doing odd jobs, they need to receive a different kind of communication. We start from the customer. Certain items are purchased for a job, based on that we can partly predict which job and which items will come next and use email marketing for higher engagement and stimulating purchases.
For example, we print personal discount coupons in the store based on the customer and customer behavior. In theory, it all makes perfect sense. It's not rocket science to initially come up with those connections. But it is to ultimately get there!”
Direct customer contact
“In 2009 I started at GAMMA Nederland. One of the most important reasons: a nice challenge with a well-known name in the consumer market, and big steps could be made at GAMMA. I also wanted spain phone data to work on the customer side. Here there is direct customer contact, direct communication with the consumer. We work with a lot of suppliers, they have a completely different position.
We have the contact with the consumer and therefore also the knowledge of the customer. This enables us to do direct market research and trend analyses. Working in customer groups and communicating from the brand.”
The meaning of e-mail for GAMMA
“Email is a big driver for traffic to the website. From the email, a call-to-action is offered to the website. On the site, that's where it has to happen.
At the moment, customers are mainly helped with how to tackle a job properly, part of the range is online and of course always our latest promotions and offers, including the brochure as a browsable PDF. We work a lot with discount coupons: 'print and go to the store'".
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