Snabbgross Club

Snabbgross Club - Acquire new members

Background

Snabbgross is an established B2B company with 30 wholesale stores in Sweden. They planned to launch a new concept, Snabbgross Club, which is a wholesale store for businesses but also regular customers. This means that they are entering a new market, B2C, which we have previous experience with through other clients. The client was connected to us through our collaboration with the communications agency Haus in 2020.

Solution

To attract new members in a new market, it was important to identify the different steps of the customer journey: See, Think, Do and Care. The first step was to gain recognition for the new B2C concept. This started with different display ads to attract attention. After that, we experimented with different channels to get direct results. In this way, we could quickly identify which channels drove users to the website and became members, allowing us to direct the budget toward those channels. During experimentation, we took into account testing different channels depending on which step of the customer journey was being tested.

The first Snabbgross Club store opened in Enebyängen, Stockholm, on the 26:ed of November, and eight months later, a store opened in Södertälje. Between these openings, we learned from the first opening what worked well and what could be improved for the next opening to attract more members and allocate resources based on these findings. We analyzed these results between each store opening and other campaigns to optimize the marketing strategy.

During this process, communication between us and the client was important. We followed up with statistics on the members and their buying behaviors, from brand recognition among potential members to their purchases. In this way, we could always work with real numbers and value to find the channels and ad types that worked best depending on the goals. This close relationship involved continuous meetings to discuss, analyze and gain a better understanding of the customer journey since the most important part in all of this is the customer.

Results

By the end of 2021 when two stores had opened since November 2020, there were a total of 12,233 new members in the Enebyängen and Södertälje stores. And by November 2022 there were 40,000 members. This has exceeded the expectations of new members in the time period.

Our current focus is to acquire new members for all five stores while also retaining existing customers through digital solutions. Together with Snabbgross Club and Haus, who provide communication strategy and creatives, we aim to increase brand recognition, acquire new members, and maintain long-term paying customers. We have begun calculating the lifetime value of customers to gain a better understanding of how much value each channel and ad brings in relative to its cost.

Update: By 2024, we have doubled the Snabbgross Club presence to 10 locations, significantly enhancing market penetration and member engagement across Sweden.

We are very satisfied with the collaboration together. Piktiv’s expertise in this area, combined with a close communication, clear strategy and consistent follow-ups. It has contributed to setting a new brand on the market, contributed to reach a high percentage of new members and continued growth for our new concept.

Per Engström, Marketing & E-commerce manager