How OBI makes print advertising more sustainable through customer segmentation & integrates it strategically into CRM
The beaver has achieved worldwide fame through OBI. Germany’s largest DIY chain reaches thousands of customers every day, both on-site in the stores and in the online store. The product range is as diverse as individual buying interests. Whether apartment or house, balcony or garden, city or country, first-time customer or frequent buyer, online shopper or store visitor – the individual lifestyles of each and every customer are also reflected in their shopping behavior.
The fact that OBI has discontinued the classic brochure in 2022 is also a consequence of individualized shopping behavior. In addition, the DIY store business is increasingly shifting into the digital space. The heyOBI app as the interface between the DIY store and the online store is an integral part of this digital transformation process and the linchpin of the “new” print strategy.
We reveal more about the data-driven and personalized use of print advertising as part of OBI’s CRM strategy in our case study. You will learn:
- how OBI uses print behavior-based within the customer journey.
- how OBI creates added value with climate-neutral print mailings.
- how OBI uses comprehensive performance analyses to make the print channel measurable.
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