DER WITHOUT

Who's there?

There is an online store with a large, but pointed selection of products in the tourist equipment, tour clothing, climbing, cycling, ski, snowboard and much more. With brands like the World Planet, Mammut, Black Diamond and Mons Royale, they hit a large part of the market with their selection.

Bad selection and lack of service when they were going to buy the tour equipment on the net were the motivation of the founders behind Der Ute. This is also one of the most important factors in their online success. Out there has a very special ability to find the right product for the customer and they have a passionate focus on delivering over expected customer service.

In addition to the online store, Der Ute today has both showroom at Hvalstad and physical store in Oslo. What was once a newly started company from a small apartment is today a company that translates for tens of millions of dollars.

The desired outcome of cooperation

Like many growing businesses, Der Ute needed help with marketing. They wanted growth and someone to grow with. The plan was therefore to see how we can improve existing processes, and how we can find opportunities to grow.

One year after start-up, we still have close cooperation, and there are several success factors that have made it possible.

Success factors

When I contacted INEVO, it was primarily about starting in the small area. For example, how can we improve social media activities? It turned out that Der Ude needed to improve more channels, including search and e-mail.

One of the biggest successes in cooperation has been a close dialogue between Didrik in Der Ute, Hannah and Niclas in INEVO, so that there will be a good interaction between the paid channels. This team was supposed to raise the activities of search, social media and e-mail to a new level.

Scale search engine advertising with increased profitability

There Ute had already achieved a good return on advertising before our cooperation they did online. Their next challenge, however, was to scale the advertising to cover more of the volume, and not least to create the demand itself, without having to compromise on profitability. Tours enthusiasts, amateurs as well as professionals, come to the search engines to get information, navigate and, not least, purchase, tour equipment. Advertising in Google Ads and Microsoft Ads became therefore important channels for growth.

The industry of tourist equipment is highly competitive and therefore is a critical factor in achieving good visibility within the cost framework set. To cover the entire purchase area as desired, the advertising account for the Outside has to be extended both “upward” and “downward”. The focus has been on reaching both the target group with quality information as the need arises and once again reaching them when they are ready to carry out a purchase.

Out of its unique product knowledge and customer insight has been crucial for good and relevant content production to support advertising. Good communication between INEVO and Didrik based on keyword analysis has provided useful insight into the content gap that should be covered when potential customers are looking for information. This has enabled Der Ute to reach out to his customer group in several stages of the purchase journey to place himself as a natural choice when the customer is ready to carry out the purchase.

At the same time, strategic pricing, dynamic and adapted advertising content and feed-based advertising have been important instruments to ensure that the target audience also chooses Out when ready to conduct a purchase. Together, we have achieved the goals of scaling the advertising and maintaining or increasing profitability. From last summer, when INEVO started working with the Ude Google Ads has increased its income by 315% while ROAS has increased by 41%.

Tette gap in the marketing of social media

Several processes to close the gap in marketing have been one of several fields we have worked with. How can we improve existing processes and increase turnover by reaching new customers? The answer is analysis, testing, and building a long-term scaling plan.

With scaling plans, we believe that you can not only follow sales trigger campaigns. A clear brand positioning focussing on long-term marketing and the possibility of scaling it dynamically (both budget and design). Marker positioning focuses on building trust with existing and new customers, building up Der Ute as an expert role, while focusing on selling products at full price. Testing has also been an important factor in finding out what works.

The idea that you should not only be on sale to scale is found in this model:

Retrieved from Brand Building on Social Media

It has been tested everything from cold to hot campaigns. Everything from customer quotes to build confidence in lifting the categories and products relevant to the season. Several dynamic processes ensure that new customers are met but also capture those who are close to buying. Among these are campaigns to meet new customers and dynamic retreating.

Sales campaigns have been important to do properly. We have therefore ensured that there are enough messages to be played on, as well as continuous testing of both target groups and budgets.

By knowing when to push various products, how to use existing data and work to get new customers on social media, Utte has provided a good share of new customers. As Der Ute already delivers a wow experience online, many customers will most likely come back for a new trade. A combination of long-term marketing and sales-activating campaigns has ensured that they are rapidly placed on the market from social media. The work that has been done has provided a 40% increase in social media.

Growth in the customer club

As e-mail marketing is one of the most profitable channels (see marketing is done correctly). Out there, 8-fold has doubled its mailing list, and turnover has increased by 500%, corresponding to the millionth classSo let's say that this is the same thing as that. With the product knowledge of Didrik in Der Ute and advice from INEVO, Ute has managed to create a new channel with many new users. Didrik has done the job of translating the emails that are going to be converted.

Social media was used to create interest around the customer club. By offering non-members an initial discount on registration, they made a constant notification. To increase pressure further, several giveaways were run with products suitable for the target group. The result is quality leads that are actually interested in the products offered.

E-mail activities and social media have therefore been at the heart of the growth in turnover from e-mail.

Snapchat as new channel

Out there, they also tested Snapchat. Here we drove the focus on dynamic campaign that left the shopping basket and prospecting (i.e. find new customers who will buy There Out their products on Snapchat).

This worked well enough to get a separate case with Snapchat, where Out of its results are pulled forward. Attribution has been an important issue in cooperation. This is about understanding how the different channels affect the different steps of the customer journey, and what the value it has.

What we've seen is that Snapchat is a very good ad platform to run conversions in other channels. Snapchat is therefore a good alternative for Der Ute to create further growth. Here's the case we got with Snapchat:

Conclusion and feedback from the customer

By combining well-tested channels with new opportunities and insights into the target group, we have combined achieved amazing results. With new multi-channel strategies, Outre has had a strong sales growth. In addition to this, Der Ude has provided itself for creating a wow experience for its customers online, which is guaranteed to ensure that new customers return.