donderdag 18 februari 2021 om 10:00 door
Ron van den Akker
8fit is a health and fitness app that helps its users get a healthier lifestyle by offering efficient workouts, customised meal plans, and self-care guidance. The app is available in six languages, operates worldwide, and has over 30 million downloads. The innovative company is based in the heart of European start-up culture: East Berlin.
To steer the rapid growth, 8fit wanted to follow a more data-driven approach. This is where BLOOM came in. Together with the management team, we defined the most important business KPIs and North Star metric. By determining how KPIs interact, we set targets for each metric and created new dashboards to act upon these metrics in the future. Subsequently, hypotheses on possible improvements were formulated and prioritised, with a focus on the marketing side. BLOOM validated these hypotheses based on extensive data analyses, thereby steering the marketing effort and improving the performance.
All of this was done in a period of five weeks, in which BLOOM intensively worked together with the management and the rest of the 8fit team. With the collected data insights, a solid foundation was laid to further grow 8fit in a data-driven way.
BLOOM brought a new level of confidence to our teams from the insights shared to the new dashboards created and the actionable recommendations for ongoing testing. Their expertise, proven methods, and highly collaborative way of working brought lasting value across multiple teams at 8fit.
– Lisette Fabian, co-CEO at 8fit
Seller growth strategy
donderdag 18 februari 2021 om 10:03 door
Ron van den Akker
Catawiki is an online auction marketplace for unique objects: from stamps to classic cars, wine to watches, and archeological finds to modern art. All items are screened by an international team of experts, to guarantee a varied and high-quality selection of lots. The Dutch company was the fastest-growing tech company in Europe in 2015 (Deloitte Technology Fast 500) and currently has 10 million unique monthly visitors, with around 650 employees working from 8 offices across Europe.
As a marketplace, Catawiki is continuously working to preserve its ideal balance in supply and demand. The company has developed state-of-the-art solutions to achieve this, which is reflected in its rapid growth over the past years. To facilitate an additional increase in sellers on the platform,
Catawiki asked BLOOM to identify and kick-start the biggest untapped pockets of growth.
BLOOM used its industry expertise to identify and structure all seller growth opportunities, which were then sized based on data analysis. Focusing on the largest opportunities, experiments were set up together with product, sales and marketing teams to test our hypotheses. All analyses, experiments and results were discussed in a regular cross-functional stand-up with senior Catawiki team members, to ensure alignment and speed up implementation.
The BLOOM team was able to drive significant impact on our key metrics within a relatively short timeframe, by using their strong data analysis skills and actively involving our team members from across the organisation – product, marketing, data and tech. Working with BLOOM was a pleasure. Their experience with online marketplaces was essential for getting up to speed quickly. Also, we felt like the BLOOM team integrated naturally into our organisational culture: every step was a joint effort and they succeeded in leaving behind a sustainable way of working.
– Ilse Kamps, Former CEO at Catawiki
Data-driven social growth
donderdag 18 februari 2021 om 10:05 door
Ron van den Akker
Westwing is one of Rocket Internet’s most successful companies, being market leader in the home and living e-commerce space in 14 countries, with 26 million members and over €219 million in annual revenues (2015). Westwing offers an online, frequently changing, curated selection of products from top brands – with very generous discounts.
Westwing is continuously improving its innovation processes, for example when it comes to adopting new social media channels or approaching new groups of customers. Doing this usually involves a more visceral approach, where succes criteria are ill-defined, due to the fuzzy and volatile nature of behaviour on social platforms. The Westwing Netherlands team asked BLOOM to find a more or less standardised way to approach new customer groups, by organically scaling and engaging one of their social communities: Pinterest.
BLOOM and Westwing created a structured, data-driven and iterative approach to grow and activate the Pinterest community, which can be used for many similar platforms. Applying this approach resulted in ‘hockey stick growth’ of Westwing’s reach on Pinterest, with 101% week-over-week increase of unique viewers. Moreover, the relative community engagement (in terms of repins) grew with 50% week-over-week.
The BLOOM team stands out in taking a data-driven approach from beginning to end. In every step of the process customer- and market data was taken as the starting point – formulating objectives, analysing customer segments, setting a strategy – and finally – measuring the impact. The outcomes of our cooperation with BLOOM was a useful set of actions for our marketing team, allowing them to implement and continuously improve to drive excellent results. BLOOM is highly recommendable: strategic expertise complemented with the right digital knowledge at hand.
– Tom Peeters, Co-founder & MD Westwing Home & Living
Online B2B growth strategy
donderdag 18 februari 2021 om 12:55 door
Ron van den Akker
FrieslandCampina is the world’s largest dairy cooperation, with strong roots in The Netherlands. The company has offices in over 28 countries and an annual revenue of €11.4 billion. Main brands include Campina, Milner, Friesche Vlag, Chocomel, Dutch Lady, Optimel and Appelsientje.
An increasing portion of FrieslandCampina’s products are sold online. Mostly via retailers, and in the B2B market also via foodservice parties that cater for the needs of small to large sized enterprises and the hospitality industry.
FrieslandCampina wanted to serve the growing portion of business clients even better online, and asked BLOOM for support. We addressed this challenge by taking the customer as a starting point: clients in specific segments were interviewed to find out their exact needs. Research on customer behaviour was enriched with market data, and based on the digital experience of the BLOOM team and FrieslandCampina’s knowledge of the dairy landscape, a fresh B2B strategy was formulated.
The end result was not just a business plan supported by a detailed business case, but also a set of insights validated with customers that resulted into a actionable plan for FrieslandCampina.
BLOOM’s digital knowledge and expertise helped us to create an actionable strategy. We appreciated BLOOM’s way of working: a combination of analytical rigour, and a no-nonsense pragmatic approach with a personal touch. Within a short time frame they were able to extensively analyse the market, perform user testing and do interviews with customers, resulting in a solid business case supporting our decision making process. Insights from the research have been translated into a growth plan that is put into action externally and captured for future cases.
– Roland Wiedhaup, eCommerce Team Lead at FrieslandCampina