Powering international growth for Swiss Sense

Overview: Developing a data driven international growth strategy for Swiss Sense

Developing a data driven international growth strategy for Swiss Sense

With more than 120 of their own stores in the Netherlands, Belgium, Germany, Austria and since 2021 also a presence in Denmark with the acquisition of the successful retail chain Drømmeland, Swiss Sense is a leading player in the European market for sleeping comfort.

Swiss Sense started out by wanting to create persona led attitude segments but through a collaborative iterative process working with the Experian consultant team, quickly moved into using Mosaic as this gave Swiss Sense a solution that was the best fit for what they needed.

A bed showroom manager checking a customer list

Challenge overview

With a strategic undertaking to understand how to grow their presence in each of the 4 markets they operated in, Swiss Sense wanted to analyse their customer data in their largest market in the Netherlands to give a greater understanding of their ideal customer profiles. They wanted to use the learnings gained to grow in their target markets where they were newer entrants to the market.

To use data to identify and help regional tactics based upon maturity and market penetration, focusing on the challenges highlighted opposite:

Challenges
  • Support local and international strategy
  • Take strategy and roll out into Marketing (4 Ps)
  • Champion data driven decision making
View Swiss Sense Profile
Company Bio:

With more than 120 of their own stores in the Netherlands, Belgium, Germany, Austria and since 2021 also a presence in Denmark with the acquisition of the successful retail chain Drømmeland, Swiss Sense is a leading player in the European market for sleeping comfort. The Dutch family-owned retail business was founded by the Diks family in 2006, and has been designing, producing, marketing and supplying products for a comfortable bedroom for decades. With an extensive collection of beds, mattresses, bedding and bed linen and accessories for the bedroom, the sleep specialist wants to ensure that everyone gets a good night’s sleep.

Swiss Sense has over 2,000 employees worldwide, and prides itself on the high quality and craftmanship of its products.

Company Information:
Industry: Retail
No. of employees: 2,000+

Solution overview

Swiss Sense started out by wanting to create persona led attitude segments but through a collaborative iterative process working with the Experian consultant team, quickly moved into using Mosaic as this gave Swiss Sense a solution that was the best fit for what they needed.

Working with Whooz initially in the Netherlands, Swiss Sense quickly understood that Experian could give them a factual based view of customers, using a combination of Global and in-country Mosaic profiles. Swiss Sense wanted a partner that could help them to deliver a consistent approach across all the countries they operated in, hence choosing Experian.

In addition to providing data and analytics consultancy, Experian created a bespoke Tableau dashboard to deliver Mosaic data and customer insights directly to the end users – helping drive adoption and uptake of the segmentation strategy.

Using Mosaic segments, Swiss Sense were able to see which regions were over indexing for their ideal customer types and ran offline media campaigns to drive increased footfall and brand awareness.
Understand shopping habits to boost marketing effectiveness
Results
  • Direct mailing flyers delivered to target audiences' homes
  • Out-of-home advertising in cities where key segments overindex
  • Leafletting in target town centres
Solutions
Developing a data driven international growth strategy for Swiss Sense

Developing a data driven international growth strategy for Swiss Sense

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