In 2013, Bonnier Magazines & Brands turned to us as part of their endeavor to get more out of their subscriber base. Bonnier Magazines & Brands had relied heavily on discounts and offers to attract new customers, and wanted to turn the negative trend around. Together with Kaplan, a strategic journey was undertaken, starting with setting up the targeted communication based on five predictive models of up-sell, cross-sell, churn, extension and recruitment. Kaplan subsequently also worked with service and content development, internal alignment and change management, setting up a new marketing organization, processes as well as becoming Bonnier Magazines & Brands Marketing Technology provider.
Since starting to work with Kaplan, Bonnier Magazines & Brands has managed to increase Customer Life Time in a period where magazine subscriptions are on the decline, as customers reading habits rapidly change in favor of digital channels.
- 2013: Strategic supplier – customer targeting
Quick-wins in customer targeting, structured customer base processing based on CRM data, life cycle focus, business case and KPIs.
- 2014: Internal change journey
Customer journeys, GAP-analysis, processes and organization, internal change journey.
- 2015: Marketing Technology supplier
Omnichannel architecture, campaign tool, PIM, reporting, targeting in email, invoicing (postal).
- 2017: Further developments of reporting, adding new channels.
Kaplan competencies used
Divisions supported at Bonnier