KEF is a leading manufacturer of high-resolution audio and an industry leader. Consumers willing to invest in KEF products are interested in high-quality, high-fidelity speakers, which makes personalized experience and store visits essential. However, the previous COVID-19 related lockdown and various restrictions created a lot of challenges for the traditional consumer journey, not to mention the fierce competition in the industry.
With the urgent need to survive under the ‘new normal’, KEF launched the ‘KEF at Home’ campaign to meet consumers’ expectations, allowing them to enjoy a free 30-day home trial when they purchase online. Not only did the campaign lead to notable commercial success, but it was also credited with winning KEF the 2021 Bronze Award for Excellence in Performance Marketing.
The massive success of the campaign is due to its data-driven marketing efforts. KEF has interpreted consumer behavior online by intelligently making use of different data management platforms and analytical tools. Hence, the company was able to identify potential new and core audiences. With new insights into detailed audience targeting, KEF has succeeded in uncovering more specific target audiences by product types, rather than just targeting general interests such as “music lovers” and “music lovers”.
To understand consumers’ offline behavior, KEF made use of third-party data. Location effects allowed KEF to retarget people who visited the retailer and KEF music fair and capture high-intent leads who were already in the lower customer journey funnel. Most importantly, noting that purchasing decisions were strongly influenced by family members, KEF implemented family extension to display ads and track family members’ ad interactions, ensuring that these stakeholders can be informed and attributable during the decision-making journey.
KEF identified high-value intent using the data. The company has also targeted this segment by inviting free product trials. KEF guides them through the process of ordering KEF Hi-Fi speakers online, reconnecting the stalled journey and developing a sustainable e-commerce business under the new normal.
With the power of a data-driven marketing strategy, buying high-value products online is no longer out of the question. Far from being satisfied with the success of one campaign, KEF is passionate about developing more new ideas, and strives to take your e-commerce business to the next level.
This article is a contribution from KEF.