How did S Group from Finland encourage customers to share more data with the company? ✅
“Discover more data content from Data Club, as usual. Today, let’s take a look at another study case from Finland that beautifully addresses the digital data privacy crisis for businesses. Source: everydaymarketing.com
- Data-Driven Marketing in the Age of Privacy
With increasingly stringent laws protecting consumer data and privacy, collecting data from second and third-party sources has become more challenging. Many companies are now turning to their direct customer data, known as first-party data, to navigate this landscape successfully. One company that has excelled in using first-party data is S Group from Finland, which managed to increase its sales by over 13.9%.
- S Group: The Finnish Business Giant
S Group is a large conglomerate with a wide range of businesses in Finland, including convenience stores, gas stations, supermarkets, imports of various special brands, hotel and restaurant chains, automotive and parts businesses, and agricultural sector enterprises. With numerous businesses comes a wealth of customer data, and S Group leveraged this extensive first-party data to gain valuable insights. However, the challenge was to encourage customers to willingly share their data with the company. The solution? Creating the ‘Your Data is Your Data’ campaign, which gathered and analyzed customers’ existing data to provide insights into their behaviors and how they could improve themselves.
- ‘Your Data is Your Data’ Campaign: Self-Love and Environmental Care
S Group summarized and processed customers’ purchasing and consumption data into easy-to-understand dashboards. These dashboards allowed customers to see their carbon footprint generated by their purchases, raising awareness about their impact on the environment. Customers could also track their consumption habits, which often go unnoticed and can affect their health negatively. Once customers realized the benefits of sharing data with S Group, they became more willing to continue providing their data. In return, they received valuable insights into their behaviors and a chance to develop themselves while caring for the environment. S Group, on the other hand, used this customer data to enhance various aspects of its business, including procurement, branch openings, and trend analysis to make informed decisions. The campaign was a win-win situation, benefiting both the company and its customers. It contributed to a remarkable sales increase of over 13.9% for S Group and earned them the Gold award at the 2021 Cannes Lion festival.
What do you think about this fantastic campaign by S Group? We hope it can serve as a role model for businesses in our country.”
