At A Glance
Swiss Sense used Experian Mosaic® segmentation solution to scale customer insights across international markets with a unified segmentation approach. By identifying and targeting high-value segments, the brand aligned teams, improved campaign efficiency, and uncovered new opportunities for growth.Swiss Sense built its growth strategy by establishing a consistent consumer view across every market, using Mosaic’s global and local segmentation to align how they identify and target high-value audiences. Swiss Sense’s mission is to provide exceptional sleep comfort for all. The European retailer analyzed consumer data across its markets to better understand its ideal consumer profile and guide expansion. To achieve this, Swiss Sense used Experian’s Mosaic data, a unified customer segmentation solution that provides a consistent view of consumers, prospects, and markets.
Using Mosaic data, Swiss Sense identified key consumer personas and tailored their communications to match. Partnering with Experian, they created personalized product recommendations, delivering targeted messaging through direct mail, out-of-home advertising, and leafletting campaigns.
What is Mosaic and how does it work?
Experian’s Mosaic is a household-level consumer segmentation system that classifies all households within a country into distinct Groups and Types based on life stage, affluence, behaviors, and lifestyle characteristics. It provides a consistent, in-depth view of who customers and prospects are, along with where they are concentrated across markets.
For marketers, Mosaic connects insight to activation. It creates a shared understanding of consumers across teams, removes reliance on disconnected datasets, and then translates that understanding, or insight, into actionable audiences and strategies, making it easier to plan, target, and scale campaigns with confidence.
With Mosaic, brands can:
How did Swiss Sense use Experian’s Mosaic data to drive market-specific growth?
Swiss Sense used Mosaic data across its markets to identify and understand high-value customer segments and apply those insights to guide expansion and shape marketing and media strategies in each region. This created a repeatable model for identifying where and how to grow.
Their objectives included:
- Develop regional product strategy
- Integrate data-driven insights into their local and international marketing strategy
How did Mosaic support a scalable, data-driven strategy?
Mosaic provided each market with a consistent segmentation framework, giving Swiss Sense a repeatable way to understand and activate audiences across countries. While each country’s Mosaic is built on local data, the underlying methodology remains the same, creating a consistent approach to segmentation in every market.
This meant each market could define its own audiences and personas using a shared framework, without starting from scratch each time. Once established, teams could move quickly to activation and identify which segments over-index, applying a consistent way of working with data across regions while maintaining local relevance.
With Mosaic, Swiss Sense benefitted from:
- A standardized segmentation model across regions, allowing for global consistency with local nuance
- A shared customer language across marketing, analytics, and media teams
This enabled Swiss Sense to:
- Identify high-value customer segments in the Netherlands
- Map those segments across new markets
- Prioritize regions and cities with the strongest growth potential
- Activate marketing strategies and campaigns that targeted key consumers in the right areas
How did Swiss Sense use Mosaic insights to shape marketing and consumer strategy?
Swiss Sense used Mosaic insights to guide messaging, creative, and where campaigns were activated, including channels like out-of-home and direct mail tied to specific locations. This ensured campaigns reflected real audience behaviors and preferences.
By partnering with Experian, Swiss Sense was able to seamlessly implement a solution tailored to its unique needs. They gained a global view of their customer base while using more granular Mosaic data in each country to understand and engage customers at a regional level. 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:
Download our case study for the full details of Swiss Sense’s journey to international growth.
Contact us
FAQs
Mosaic is a unified consumer segmentation that classifies households into distinct groups based on life stage, affluence, behaviors, and lifestyle characteristics. It gives businesses a consistent view of their customers and prospects, helping them target the right audiences, align teams, and drive more effective marketing strategies.
Mosaic supports international marketing by enabling brands toidentifyhigh-performing customer segments and apply a consistent approach across markets. Available in 14 countries, Mosaic uses the same segmentationmethodologyin each, while incorporating local data to ensure market-specific relevance.
Yes, Mosaic can be used across different marketing channels as it supports both offline and digital activation, including direct mail, out-of-home, programmatic, and social, helping brands maintain consistent targeting across channels.
Mosaic improves targeting by helping teams focus on investment on high-value consumers. It goes beyond basic demographics, offering insight into communication styles and media channel preferences, so teams can align messaging and activation to what each segment responds to. For example, if a target segment prefers direct mail with value-driven messaging, campaigns can be tailored accordingly, increasing relevance and reducing wasted spending.
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.
Latest posts
Ensure you understand privacy compliance pitfalls with special attention on shopping cart abandonment emails.
Partnership combines customer connections and cross-device scale to deliver more strategic customer insights NEW YORK AND CHICAGO — March 16, 2017 — Signal, the global leader in customer identity, today announced a partnership with Tapad, now part of Experian and the leading provider of unified, cross-screen marketing technology solutions. This global integration extends device connectivity for Signal’s clients across North America, APAC and EMEA by leveraging Tapad’s proprietary Device GraphTM. With Signal’s Customer Identity Solution, brands benefit from more visibility of known customers, lower costs to reach those customers and decreased expenses and data loss that often results from using multiple vendors. Integrating with Tapad’s Device Graph, which connects billions of devices, enables Signal clients to build an even broader view of their known customers across multiple devices. This integration combines Signal’s customer identity scale with Tapad’s device scale to expand the reach of addressable media channels and enhance customer journey insights across touchpoints. Tapad and Signal were able to drive incremental device connections for more than 65 percent of customer profiles, linking an average of 6.8 browsers and devices per customer. With this combined data set, Signal clients can expand their authenticated view of a customer to all associated devices and realize more strategic insights into their high-value users. The partnership also allows Signal’s clients to integrate in real-time with Tapad’s media platform, Unify. This proprietary technology enables advertisers to make real-time activation and buying decisions with maximum scale, as well as automated reporting and measurement. “Continuously recognizing customers across devices instantly and in a privacy-safe way is essential for marketers to stay competitive,” said Marc Kiven, founder and CRO of Signal. “We are thrilled to enter this unique, global partnership with Tapad, enabling our clients to access their technology and more effectively reach customers in real-time and at scale.” “Being able to leverage a persistent view of customer connections across devices is a huge challenge for brands,” said Pierre Martensson, SVP and GM of Tapad’s global data division. “With Tapad, Signal is now able to connect with the billions of existing data points in our device graph to help clients better understand customer behavior and realize even stronger customer engagement.” Contact us today
Tapad, a part of Experian, propeller program effectively boosts early-stage Norwegian entrepreneurs
FeaturedEarly successes include revenue increases, global partnerships and fundraising NEW YORK, March 16, 2017 /PRNewswire/ — Tapad’s entrepreneurial mentorship initiative, the Propeller Program, has seen extremely positive results since it began in September 2016. The five early-stage startups selected from Norway have gained momentum in establishing a U.S. presence. Tapad, now a part of Experian, is the leader in unified cross-device marketing technology. The company was acquired by the Telenor Group in 2016. Among the successes within Propeller: Xeneta, the leading ocean freight price comparison platform and contracted rate database, has raised an additional $12M in funding since beginning the Propeller Program. Before the end of 2016, the company had exceeded its revenue expectations by nearly 30 percent, proving the European-focused business could succeed in the American market. “Aside from directly impacting our revenue, the Propeller Program has provided us with incredible access to a countless number of external resources, including subject matter experts from the fields of fundraising, public speaking, corporate structuring and immigration law,” said William Di Ieso, GM of North America for Xeneta. “We remain extremely grateful for the opportunity and exposure the program has provided for Xeneta.” Bubbly, an in-store real-time engagement tool for non-buyers, now has clients on four continents. After only a few months in the U.S. market, Bubbly has signed deals with one major retail brand, one major toy manufacturer and a major global consulting firm. The Propeller Program has also opened doors for greater opportunities in Scandinavia and EMEA. After an introduction to Telenor Group’s President and CEO Sigve Brekke, Bubbly is currently piloting its IoT kiosk with the company. “The mentoring sessions have been very valuable and have given us guidance as to how to best enter the U.S. market,” said Marianne Haugland Hindsgaul, Bubbly CEO and co-founder. “Learning to do business in the U.S. is not something you can necessarily learn from a book. The most impactful lessons are based on real-world experience, and that is what the Propeller Program has given us.” BylineMe, a marketplace for freelancers, publishers and brands to connect for content creation and distribution services, has built an extensive network of potential clients and investors. The company has tested its product in the U.S. market and gained valuable feedback for further development. Eventum, a property-sharing group that digitally assists in securing venues for meetings and corporate events, has closed a seed round of funding for nearly $1M. Eventum has also made key hires in the areas of business development and engineering “It is so rewarding to be able to support these Norwegian startups in a meaningful way,” said Are Traasdahl, CEO and founder at Tapad. “Mentor relationships are critical for strategic growth, and I am proud to be able to pay forward the experiences I have gained as an entrepreneur. To me, the Propeller Program is a shining example of the magic that can happen when Norwegian innovation meets American opportunity.” Contact us today