Generally, consumers tend to be overwhelmed by the amount of newsletters and info they receive. Thus, it is even more important to cater to their specific needs at a given point in time and separate one's brand from the rest to be able to successfully master the first hurdle ("opening rate").

The ambition is moving towards hyperpersonalization of CRM activities to maximize consumer benefit and success.

Thus, during the information phase, offering targetted kitchen planning inspiration and planning guidance to the consumer proves successful in attracting consumers to our CRM funnel and providing them with relevant information to guide them further down the purchasing funnel.

However, there is still a disconnect to track actions taken by consumers (e.g. kitchen studio visit) to further personalize the communication based on their journey movements. Closing this gap across touchpoints is one key success factor in moving towards our seamless journey ambition.

After purchase, CRM is a great tool to onboard consumers on their appliances and introduce them to the brand's ecosystem (e.g. app). Providing integrated support and info for the entire kitchen ecosystem adds value compared to isolated communication. Further strengthening the connect to other channels (e.g. social media) regarding tips/tricks and inspiration can help to keep consumers in the loop in the long-run.