Brands and retailers have moved closer together since the Corona crisis. Those who do not pull together in times of a crisis quickly lose out. This also and especially applies to local marketing. Thomas Geier from Haglöfs has recognized this and supplies his distribution network with high-quality advertising material via socialPALS to support retailers in selling the ordered products!
Thomas, please tell us something about yourself and your position at Haglöfs!
I have been part of Haglöfs and Outsiders by Nature for two and a half years. I am responsible for marketing in Germany and Austria and have made it my mission to do my part to make Haglöfs the #1 Responsible Outdoor Performance Brand.
You have been using socialPALS since 2020 to continuously supply your retailers with high-quality campaign content. Why did you decide to integrate this form of automated retail marketing into your communication concept?
It is imperative to us to offer every customer the same “look and feel” – regardless of where they shop. With socialPALS, we can also support retailers in addressing their customers appropriately online.
What was the goal of the previous campaigns and how much internal effort did you put into getting them off the ground? Did the platform save you time and reduce your workload compared to "traditional" retail marketing?
We have different objectives for each campaign. Sometimes we want to draw attention to a specific topic; other times, we want to motivate customers to buy the new collection. We plan the campaigns accordingly. For us, the time required per retailer is less than for traditional retail marketing. In addition, we can all benefit from playing the same message on all channels simultaneously.
How difficult was it to motivate your retail partners to participate? Is the "online marketing" module accepted as a part of the sales concept?
Online marketing has always been part of our sales concept. socialPALS has helped us extend this building block to all dealer groups, where it has met with high acceptance, especially since Corona.
Was the campaign successful? What KPIs did you use to measure success? Were you able to draw helpful insights from it - for example, which channels/formats are best suited for the advertised product?
Each campaign has different KPIs by which we measure success. We can say that our retailers and we have always been immensely satisfied. We have always been able to improve our texts and assets through the various campaigns and are very confident that future campaigns will also go well.
What challenges do you currently see for Haglöfs as a brand, as well as for your retail partners? Has the "Corona crisis" had a (lasting) impact on the industry, e.g., through lockdowns and the current supply chain issues? Have the requirements for local marketing also changed as a result?
We feel that Corona has brought retailers and brands even closer together. We work very much in partnership and at eye level with our retailers. Together, we bear the risks of supply chain issues. In addition, we work very closely with our partners and associations to make accurate forecasts and support our retailers in sell-outs with tailored campaigns.
As a retail marketing platform, how can socialPALS help you overcome these challenges?
Through its flexibility, the socialPALS platform enables us to react quickly to trends (which cannot be planned a year in advance), even at short notice, and to offer a solution to the trade.
How do you see the future of retail in the context of the big online players' market power? Does the "corner sports retailer" still have a chance if it invests in digital measures in good time? Do end customers want to shop stationary?
I see the future of retail continuing to be completely customer-centric. The customer decides where they buy when they buy and what they buy. We can only work to offer them the best possible service together with our retailers.
Are you currently planning any other campaigns to support your retail partners?
socialPALS is an integral part of the marketing toolbox that we offer our retailers. Thus, we will continue to implement some campaigns together in the future.
What was your personal experience with socialPALS? Do you have any suggestions/feedback?
I can especially commend the great team and the excellent service. The cooperation with socialPALS is enjoyable and based on partnership.
Act now and use your MDF more effectively!
socialPALS brings brands and retail partners together and creates a win-win situation that unleashes previously untapped potential. The innovative software solution simplifies complex processes through automated retail marketing and strengthens stationary retail through regional brand campaigns. Get your obligation-free platform demo today and become part of the socialPALS success story.