Swiss Sense’s mission is to provide exceptional sleep comfort for all. The European retailer analyzed their customer data in one market to better understand their ideal customer profile and scale these learnings to other markets. To achieve this, Swiss Sense used Experian’s Mosaic® data, a profiling tool that segments households into categories based on their lifestyle, interests, and demographics.
Using Mosaic data, Swiss Sense identified key customer personas and tailored their communications to match. Partnering with Experian, they created personalized product recommendations and delivered targeted messaging through direct mail, out-of-home (OOH) advertising, and leafleting campaigns.
What is Mosiac?
Experian’s Mosaic data helps businesses understand their customers better by grouping households into segments based on their lifestyles, interests, and financial situations. It gives marketers a clear picture of who their customers are, so they can create more targeted campaigns.
Challenge: Utilize data-driven insights to drive market-specific growth strategies
Swiss Sense wanted to expand its presence across all of its markets. To achieve this, they analyzed customer data in the Netherlands to identify their ideal customer profiles and replicate their success in other regions.
Their objectives included:
- Develop regional strategies
- Integrate data-driven insights into their local and international marketing strategy
The solution to achieve data-driven marketing
Swiss Sense saw that Experian could provide a data-driven view of customers in other countries using both Global and local Mosaic profiles. They chose Experian as their partner to ensure a persona-based segmentation across multiple countries.
This partnership allowed Swiss Sense to:
- Gain consistent customer insights across all operational markets.
- Equip marketing and operational teams with precise data for targeting and personalization.
- Drive adoption of the segmentation strategy by giving end users access to a bespoke dashboard with the data.
Results: Driving targeted marketing and personalized experiences with Mosiac
By partnering with Experian, Swiss Sense was able to seamlessly implement a solution tailored to their unique needs. Swiss Sense gained an overview of its customer base while using the more granular Mosaic data in each country to gain the optimal understanding of each region’s customers.
These insights helped Swiss Sense’s marketing team, allowing them to craft targeted customer content, suggest relevant imagery, and adopt the right tone of voice. Identifying key Mosaic growth segments further enabled Swiss Sense to focus marketing efforts on regions and cities over-indexing for their ideal customer types.
This led to the execution of highly targeted offline campaigns, including:
- Direct mail flyers delivered to target audiences’ homes
- OOH advertising in cities where key segments over-index
- Distributing leaflets in public places such as target town centers
Download our case study for the full details of Swiss Sense’s journey to international growth.
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About Swiss Sense
Founded by the Diks family in 2006, Swiss Sense is a Dutch family-owned retailer specializing in high-quality beds, mattresses, and bedroom accessories. With over 2,000 employees and stores across multiple European countries, Swiss Sense is dedicated to providing exceptional sleep comfort for all. To learn more, please visit www.SwissSense.nl.
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