Success story Nubikk

Introduction

Nubikk operates internationally with sales in 190 countries through Nubikk.com. There are also more than 500 retailers that carry Nubikk in their ranges. There is a strong focus on eCommerce. A large proportion of sales come in via their website.

Nubikk creates and manufactures shoes that effortlessly combine style, comfort and quality. Shoes by Nubikk are perfectly tailored to modern, fashion-conscious and hard-working professionals. Founded in 2012 in Waalwijk, in the heart of the Dutch shoe industry, all Nubikk shoes are comfortable, feel light, are of good quality and look good.

Nubikk is a relatively small brand. Yet Nubikk wants to compete with big brands and build a loyal customer base. With a strong focus on personalisation, Nubikk manages to achieve these goals.

Personalisation as a growth strategy

Nubikk is embracing a strategy in which personalisation leads to improved operations in three areas:

• Smarter marketing – more efficient campaign management through better insight into customer behaviour.
• Higher conversion – relevant products and content increase the probability of buying.
• Stronger customer loyalty – personalisation encourages repeat purchases.

By using the right personalisation techniques (smarter marketing), you create more relevance. Once relevance increases, you improve the customer experience (stronger customer loyalty) and this improved customer experience ultimately leads to more sales (higher conversion).

Collaboration with DAYLEE and Spotler

Nubikk is working with online marketing agency DAYLEE to achieve this great goal. Furthermore, Nubikk uses Spotler’s software for many different applications.

DAYLEE provides monthly personalisation support, ensuring that new use cases are implemented every month. Results are also monitored on a regular basis. We’ll explore several already-implemented use cases in this following pages, plus the next 3 ambitions on Nubikk’s roadmap.

DAYLEE is a specialised online marketing agency. It is not a broad agency where you can go for all online services, but a specialist in one key part of marketing: personalisation within marketing automation.

Personalisation as a priority

Yet Jurre Dollekamp, Head of Operations & Technical Data Marketer at DAYLEE, stresses that you write down a personalisation strategy faster than you implement it. Personalisation is not something you ‘just add on’. He says: “What we often see is that companies start personalisation enthusiastically.

For instance, the Customer Data Platform is implemented and the first use cases are put live. Unfortunately, after that, other projects are often given higher priority and personalisation disappears from the radar.”

According to Jurre, if you do make personalisation a priority, you will see the following:

• New use cases are being devised and put live.
• The results of all personalisation techniques are structurally analysed.
• Personalisation takes place across multiple channels.

Nubikk is a good example of an organisation that does have personalisation fully on its radar. Together with DAYLEE plus the use of Spotler and others, Nubikk knows how to make personalisation a success.

Tech stack van Nubikk

	Ecommerce platfom	Online store and hub for the sale of Nubikk products
	Tag Manager	On-site tracking in one location via Google Tag Manager
	Customer Data Platform	Building 360-degree customer profiles with Spotler Activate
	Feed management	Productfeed sync with CDP via Channable
	ESP	Email & automation with Spotler Mail+
	Ads & messaging	WhatsApp via Spotler Message
	Predictive AI	Recognising patterns and predicting behaviour via Spotler Engage

Personalisation across multiple channels

Nubikk personalises across multiple channels and works with sophisticated and successful use cases. They can only do this because the data is in order.

For instance, Nubikk builds 360-degree profiles via Spotler Activate, there is on-site tracking via Google Tag Manager, there is full synchronisation of the product feed and personalised emails are sent out automatically. In addition, Nubikk is experimenting with the use of WhatsApp and predictive AI.

Website, email, WhatsApp and Ads

Nubikk’s tech stack allows use cases to be deployed across multiple channels. Personalisation takes place via the site, in email, via WhatsApp and via Google Ads.

4R- framework

Nubikk applies personalisation not only across different channels, but also at different points in the customer journey. DAYLEE uses the 4R framework for this purpose:

• Recognise – recognise visitors.
• Recommend – make appropriate recommendations to visitors.
• Remember – remind visitors about products or uncompleted check-outs.
• Re-purchase – encourage repeat purchases.

Jurre notes that all use cases that follow from this framework are only possible if the basics are in order. Proper activation of data stands or falls with a good CDP implementation. If the CDP is not set up properly, intelligent personalisation becomes impossible. DAYLEE always works from a solid data foundation, and Nubikk do the same. This makes the following personalisation techniques possible.

Recognise

Visitors are recognised on category pages and on the homepage. But the type of visitor is also recognised.

Recognised by name, and by category

The CDP recognises what kind of category page someone is on. Based on this, it adjusts the header image of the sign-up form for receiving mailings. It takes into account interest in men’s shoes, women’s shoes or children’s shoes. Data that is also used directly in the registration confirmation.

Personalised application form: recognising interest type of shoes

Recognise visitors on homepage

As soon as the CDP recognises that someone is interested in men’s products, the homepage banner is automatically adjusted. If their interest is in women’s shoes, the page image is adjusted accordingly.

Recognise different types of visitors

Different types of visitors are automatically recognised (with the right settings). Think of new or returning visitors, customers, newsletter subscribers, etc. In turn, you can use this data to show or not show certain personalisations. Such as an exclusive SALE or earlier start of the SALE for newsletter subscribers.

Menu personalised: only visitors with an email opt-in get early access

Recommend

Recommending products takes place directly on the various Product Detail Pages (PDPs) and in newsletters.

Personalisation on PDP

Much of Nubikk’s traffic comes in via Google Shopping, so visitors land directly on a PDP. This makes it important to show comparable alternative products, automatically taking gender into account. Those interested in men’s shoes are shown alternative men’s shoes etc.

In addition, these recommendations are adapted to previous interactions and previous behaviour on the site. Think: preferences for shoe type, colour and desired size. This form of personalisation is extremely sophisticated and only possible if you build complete profiles of visitors – with the right permissions – and then use that data to make the experience as personal as possible.

Personalisation in the newsletter

Visitors who opt in receive bulk mailings with personalised product recommendations. This is how Nubikk uses Recommended for you content blocks They set these up in Spotler’s Mail+ email builder.

Remember

And should a newsletter reader click through to the site from such a personalised recommendation, Nubikk will always try to make their experience as personal as possible. Visitors who arrive from this route are easy to identify and accomodate. But even if you arrive at the site via another route, the CDP works hard to harness known and stored data to create a personalised experience.

In addition, current behaviour on the site is used for personalisation purposes. For example, if you leave a shopping cart, Nubikk reminds you of it. The same applies to visitors who are already in the check-out and click away from the site.

Abandoned cart and abandoned check-out

For Nubikk, the abandoned check-out works better than the abandoned cart emails. The conversion rate of the mail campaign has an uplift of 8.92% and of the abandoned checkout is 13.21%. According to DAYLEE, it is important that companies not only set up an abandoned cart campaign, but also remind visitors that they have not completed a check-out.

Furthermore, Nubikk works on the site with an overlay showing the last products added. With this, Nubikk reminds returning visitors that they still have products in their shopping basket.

E-mail and on-site price drop

Nubikk organises a Seasonal Sale twice a year. If visitors have viewed products participating in a sales offer and have not yet purchased them, Nubikk works with a price drop via email and on the site. These forms of personalisation work well for Nubikk, with the email price drop achieving a Conversion Rate uplift of 7.85%.

Remember: WhatsApp-campaign

Sending WhatsApp messages is still in a Test & Learn phase. Initial results are positive. DAYLEE says WhatsApp is seen as a complement to email messaging and not a replacement for it. WhatsApp messages are now being used for two purposes.

WhatsApp: final sale and product launch

WhatsApp messages are sent at a final sale and at a product launch.

WhatsApp: used for final sales and for product launches

Posts about the final sale achieve an Open Rate of 77%, a Click Rate of 56% and a Conversion Rate of 31%. For the product launch, the rates are 67%, 42% and 7%.

In the short term, DAYLEE plans to expand WhatsApp campaigns:

• Starting with the first automations. Think: abandoned cart and price drop automation.
• Back-in-stock notifications.
• Personalise WhatsApp messages by having the CDP create smart audiences.

Furthermore, there is a desire to use WhatsApp not only as a marketing channel, but also as a service channel. For example: We see that your emails are not arriving. Is your email address still correct?

Re-purchase

Finally, personalisation with the aim of helping customers and encouraging repeat purchases.

Insert shoe size on returning visit

The CDP remembers which size customers ordered last time. This data is of course stored in the customer’s profile. If this customer returns to the site, then the PDP displays a message such as Last time you ordered size 42 and the size is also already selected.

Take-aways, successes and roadmap

As you have read above, Nubikk applies personalisation on many different channels and at different points in the Customer Journey. For Nubikk, this is an important part of its business strategy, which focuses on building loyal customer relationships and generating more conversions.

Success with personalisation

The aforementioned figures speak for themselves. The personalised abandoned check-out achieves a whopping 13.21% conversion rate uplift, the open rate of a WhatsApp message with a final sale is high at 77%. And so is the Conversion Rate of such a message: 31%.

Nubikk manages to achieve these results because the company is explicitly committed to personalisation. And because they are working with DAYLEE, a specialist in developing and putting advanced personalisation techniques live, and deploying Spotler, with a proven track record in developing data-driven software products, the delivery matches Nubikk’s ambitions.

Roadmap; three new use cases

Nubikk’s results so far have been great, but they aren’t stopping there! For instance, the following three items are on the roadmap:

• Suppose a customer has ordered white trainers. As soon as we recognise that a shoe is close to replacement, we want to send a message through the appropriate channel: email, ads or via WhatsApp.

• Say we recognise that a customer always buys a certain type of shoe and that this type of shoe comes in a new colour, we would like to share that with the customer.

• Suppose we see that certain customers only place one order, we want to use Predictive AI to create audiences with the highest probability of a follow-up purchase.

Key take-aways

Finally, Jurre is happy to share his three main take-aways:

“My main take-aways:

1. Make sure you have a good data foundation; without it, personalisation becomes very difficult.
2. Don’t just do personalisation on the side; make it a monthly process.
3. Test & Learn continuously; that’s how you get better and better.”

Jurre Dollekamp – Head of Operations & Technical Data Marketer at DAYLEE