Case Study - Dyson NL
Dyson uses Crobox to aid international expansion
To improve their localization efforts in Belgium, Dyson NL worked together with our experts to capture and leverage Customer Intelligence.
These efforts paid off with significant business impact.
“
Crobox helps Dyson communicate effectively with our audience in order to boost our online revenue.
Jenna Simons
Head of Online Marketing
Summary
Dyson is a rapidly growing company with presence across the globe.
As Dyson NL’s international expansion ramped up, they looked for a solution that could enhance their local strategies to increase their direct sales in new markets.
Dyson leveraged Crobox’s Dynamic Messages to improve their localization efforts by personalizing the product listing and product detail pages and gaining valuable customer insights.
+13.3%
Click-Through Rate
+2.28%
Add-to-Cart Rate
+5.8%
Conversion Rate
About
Dyson is a global technology company that spans multiple product categories in more than seventy countries around the world.
From house care products like vacuum cleaners and fans to commercial products such as hand dryers, Dyson is on the cutting edge of innovation in its product categories.
1987
Founded
9,000+
Employees
The Challenge
Dyson NL strove for two key goals: to penetrate the Belgian market and increase direct-to-consumer (D2C) sales.
The efforts to increase their presence in the Belgian market were falling short.
The culture and needs of their Belgian consumers greatly contrasted those of their Dutch consumers.
Dyson NL was looking to gain more insight into the psychographic makeup of their Belgian and Dutch customers to serve them more targeted messages.
At the same time, Dyson NL sought to create less dependence on their retailer partners.
By establishing stronger relationships directly with their customers, they hoped to provide superior customer experiences that facilitate greater customer loyalty.
To serve these needs, Dyson NL strove to increase their direct sales by communicating more relevant messages to their webshop shoppers.
“
We were surprised at the results of Crobox, especially when it came to country differences.
Strategies we thought wouldn’t work in Belgium did, and those that we thought would work didn’t.
It was all very interesting to see and understand!
Jenna Simons
Head of Online Marketing
Implementation
Together with Crobox, Dyson implemented Dynamic Messages on their webshop.
First, they implemented Dynamic Badges promoting Behavioral Nudges on the product listing page (PLP) to increase the click-through rate to the product detail page and generate customer insights.
Dynamic Badges on the PLP promoted messages that highlighted Authority, Scarcity, Social Proof, and Product Attribute messages.
The insights generated from the badges were reused to improve the product detail page (PDP).
These messages used the best performing behavioral principles (e.g., Authority) to drive purchase behavior in the form of Dynamic Notifications.
1.
Dynamic Badges to collect data and increase CTR
Dyson leveraged Dynamic Badges to collect psychographic data on their Dutch and Belgian customers to understand the differences in behavior.
2.
Dynamic Notifications to drive conversions
These messages reused the data generated by the badges to increae the likelihood of converting.
The Results
Within just three months, Dyson gained valuable insight into the differences between their Dutch and Belgian customers, which they used to drive omnichannel campaigns.
Additionally, Crobox helped Dyson substantially increase their click-through, add to cart, and conversion rates.
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