eCommerce for Generating Data and Leads for Bulthaup: A Success Story

Introduction

Until mid-2019, Bulthaup, a renowned luxury kitchen brand, had no eCommerce activities and sold its exclusive kitchens solely through a physical retail network. The challenge was to develop a digital strategy to increase brand visibility, drive customer interactions, and generate valuable fan and customer data.

The Challenge

Bulthaup faced the task of establishing a digital presence without compromising the exclusivity and luxury image of the brand. The main objectives were:

• Building digital lead generation: Creating new ways to reach and engage potential customers.
• Increasing brand visibility: Expanding the brand’s presence in digital media and social networks.
• Promoting customer interaction: Establishing a digital customer service to deepen communication with the target audience.

A particular challenge was to collect fan and customer data for the first time for a brand that had previously relied primarily on traditional sales channels.

Market Insights

The market and target group were analyzed, revealing:

• Digitally savvy customers: Even in the luxury segment, customers today expect a strong digital presence and options for interaction.
• Potential of accessory products: Entry-level accessory products offer a lower barrier to entry and allow the brand to reach a broader audience.
• Power of social media: Platforms like Instagram and Pinterest are especially effective for attracting design-oriented customers and increasing brand awareness.

These insights provided the foundation for strategic planning.

The Strategy

Instead of a traditional campaign approach, an eCommerce strategy was developed, incorporating the introduction of entry-level accessory products. The strategy included:

• Building an online store: Developing a standalone eCommerce portal to sell accessory products directly to end customers.
• Digital marketing campaigns: Leveraging social media and digital advertising channels to enhance brand visibility.
• Data generation: Collecting fan and customer data through online interactions and purchases to enable personalized marketing.
• Digitizing customer service: Implementing a digital customer service to improve customer interaction and satisfaction.

Implementation

Online Store Development

• Establishing a subsidiary: Setting up the platform shop.bulthaup.com under its own legal entity to ensure flexibility and focus.
• User experience design: Creating a user-friendly and luxurious online store that reflects the Bulthaup brand experience.
• Expanded product portfolio: Introducing entry-level accessory products to generate interest in the brand and create cross-selling opportunities.

Digital Marketing Initiatives

• Social media campaigns: Creating engaging content on platforms like Instagram, Facebook, and Pinterest to promote the brand and new products.
• Content marketing: Developing inspiring blog posts, videos, and tutorials around kitchen, design, and lifestyle themes.
• Influencer collaborations: Partnering with selected influencers and designers to increase reach and build credibility.

Data and Lead Generation

• Newsletter sign-ups: Encouraging visitors to sign up for newsletters to receive regular updates and exclusive offers.
• Personalization: Using collected data to create personalized product recommendations and marketing messages.
• CRM integration: Implementing a Customer Relationship Management system for efficient management and analysis of customer data.

Digital Customer Service

• Live chat feature: Introducing a real-time communication channel to address customer inquiries quickly and efficiently.
• FAQ and support center: Building a comprehensive online help section that provides answers and solutions to frequently asked questions.
• After-sales service: Automated post-purchase communication to enhance customer satisfaction and gather feedback.

Results

The implementation of the strategy led to impressive results:

• Successful launch of shop.bulthaup.com: Within just six months, the online store reached the same number of users as the main site, bulthaup.com.
• Increased brand visibility: Significant growth in social media presence and digital channels.
• Generation of valuable customer data: Extensive collection of fan and customer data for future marketing initiatives.
• Automated logistics: Establishing a fully automated logistics solution in collaboration with external service providers for efficient order processing.
• Enhanced customer interaction: Increased customer loyalty through improved digital customer service and personalized communication.

Conclusion

By introducing an innovative eCommerce approach and focusing on digital strategies, Bulthaup successfully achieved its goals and established a digital presence. The combination of an online store, social engagement, and data-driven marketing not only boosted brand visibility but also marked a new era of customer interaction for the brand.

This success demonstrates how a traditional luxury brand can reach new audiences and deepen existing customer relationships through targeted digital transformation. Bulthaup’s experience shows the value of exploring new avenues and fully leveraging digitalization to achieve lasting success.