1. Introduction
With QL Campaign and QL Customer, Europris has implemented effective tools for campaign planning and personalized customer engagement. The result: improved efficiency, better control, and increased conversion.
2. About the Customer
Europris runs as a high-volume campaign engine, launching a large number of promotions and customer incentives throughout the year. Effective planning and targeted communication are essential for long-term growth and customer loyalty – areas where Europris has achieved great success.
3. The Challenge
Previously, campaign planning was handled through many separate Excel spreadsheets leading to inconsistent practices, duplication of work, unnecessary errors, and excessive time spent. Customer outreach was based on manually created customer lists, making it both inefficient and hard to personalize at scale. Complying with marketing regulations was also challenging due to limited system support.
4. The Solution
With QL Campaign, Europris introduced a centralized platform for campaign planning. A shared campaign calendar and clear roles and deadlines have made the process far more structured. The tool also serves as a campaign knowledge base – with product search, campaign history, and store status – simplifying both planning and execution.
“Previously, everyone had their own version of the truth in Excel. Now we have a shared system across departments. QL Campaign has made planning much easier, brought all information together in one place, and improved internal collaboration and routines.” – Thor Christian Munkeboe-Nygaard, Head of Systems & Projects QL Campaign has also brought clear benefits to operational purchasing.
“When we need to join an activity, we can simply check QL Campaign ourselves,” says Ole Martin Udness, Operational Buyer.
“No more emails or phone calls – the planning process it’s much faster now.”
“QL Customer has transformed customer communication into a more data-driven and efficient process. Automated customer lists and targeted segmentation make it easier to reach the right customer at the right time.” – Lars-Roar Bakken, CRM & Customer Data Project Manager, IT
5. The Results
With more than 1.6 million members, the MER loyalty program is a key part of Europris’ customer strategy. Weekly communications – many personalized and automated – keep members engaged. Exclusive offers have played a major role in attracting new members and boosting retention. Members are also significantly more loyal, with higher purchase frequency and larger average baskets than non-members. Nearly 50% of Europris’ 2023 revenue came from loyalty program members. Over 900,000 people subscribe to the weekly digital newsletter.
Data enrichment plays a key role in enabling segmented and relevant customer communication. Testing shows that more personalized communication improves open and click rates – and drives higher in-store visits and increased basket sizes.