KEF is a high fidelity audio pioneer and industry leader. Consumers who are willing to invest in KEF products are interested in high-quality, high-fidelity speakers, making in-person experience and in-store visits essential. However, the previous COVID-19 related lockdown and various restrictions have created many challenges for the traditional consumer journey, not to mention fierce competition in the industry.
With an urgent need to survive in the ‘new normal’, KEF launched the ‘KEF at Home’ campaign to meet consumer expectations, allowing them to enjoy a free 30-day at-home trial when making a purchase. in line. The campaign not only led to remarkable commercial success, but was also credited to KEF winning the Bronze Award for the Excellence in Performance Marketing 2021.
The huge success of the campaign is due to data-driven marketing efforts. KEF interpreted online consumer behavior by cleverly leveraging different data management platforms and analytics tools. As a result, the company was able to identify key and potential new audiences. With new insights into detailed audience targeting, KEF was able to uncover more specific target segments by product types, instead of just targeting generic interests such as ‘music lovers’ and ‘audiophiles’.
To understand consumers’ offline behavior, KEF leveraged third-party data used. Location fingerprinting allowed KEF to retarget people who had visited retailers’ stores and the KEF Music Gallery and capture potential customers with high intent who were already in the bottom funnel of the customer journey. Most importantly, noticing that purchasing decisions were heavily influenced by family members, KEF applied the household extension to display ads and track family members’ interaction with the ads, ensuring that those stakeholders could be communicated and attributed during the decision-making process.
KEF has identified high-value intentions using data. The company has also targeted this segment by inviting them to free product trials. KEF guided them through the process of ordering KEF Hi-Fi loudspeakers online, reconnecting the interrupted journey and building 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 impossible. Far from being content with one successful campaign, KEF is excited to develop even more new ideas, striving to take e-commerce to the next level.
This article is contributed by KEF.