How POWER A/S grew customer engagement by 300%

POWER A/S, a leading electronics retailer in the Nordics, began its journey in Denmark with the opening of its first store in 2015. Today, the business is thriving across all Nordic countries, achieving a strong turnover of 1.76 billion euros in 2023. As POWER continues to grow, they have set out to revolutionize their approach to customer loyalty, ensuring long-term success and deeper engagement with their customers.

What began as a vision to elevate the MyPOWER loyalty program quickly turned into a transformative journey—one that reshaped how POWER engaged with customers and drove significant growth in both membership and revenue.

Cecilie Lundberg, CRM Specialist at POWER A/S, explains:

“We had a strong belief that if we could enhance the experience for our MyPOWER members, we could significantly impact not only engagement but also long-term retention. With Voyado, we found a partner that didn’t just provide a platform but offered the flexibility and tools to turn our vision into reality.”

With an initial member base of 400,000 at the beginning of 2024, POWER set an ambitious goal: to reach 1 million members in less than a year. Through a combination of targeted campaigns on social media, gamification elements such as lotteries and scratch cards, POWER A/S was able to achieve their goal. Next step? Utilizing the first-party data to create long-term retention.

How POWER grew engagement by 300%

With a rapidly growing member base, POWER recognized that personalization was crucial to retaining these members and encouraging repeat purchases. Using Voyado’s automation features, they built automation flows that engaged members at the right time with the right message throughout the entire customer journey.

A prime example of this was the “expiring reward reminder” flow, which became a game-changer for POWER’s marketing efforts, leading to a 300% increase in engagement.

“The expiring reward reminder emails saw incredible engagement—open rates of over 60% and unique click-through rates of 21.7%. These numbers are a testament to our commitment to creating relevant communication,” Cecilie adds.

They implemented reactivation flows to target members who had been inactive for 3 or 6 months. By testing various incentives and reward amounts, they decided to only direct the reactivation communication to members who already have an active reward voucher of 50 DKK or more, to create a sense of urgency before the voucher expires.

These flows resulted in conversion rates of 8% for the 3-month flow and 11% for the 6-month flow, generating over 40 226 EUR in revenue in 2024 alone.

“We were able to bring back customers who had been inactive for months, which would have been difficult without automated, personalized reactivation campaigns. The fact that we could deliver relevant content directly to them and prompt a purchase at the right moment made all the difference,” Cecilie adds.

Automations like the expiring reward reminders and reactivation flows directly contributed to revenue growth, with over 40 226 EUR attributed to these efforts. Additionally, these personalized flows led to a 30% increase in engagement, with many customers returning to make repeat purchases.

Cecilie emphasizes the importance of these data-driven strategies:

“Voyado gave us the insights we needed to understand our customers on a deeper level. By analyzing their behavior and purchase patterns, we were able to send timely, relevant content that resonated with them, whether it was reminding them of their rewards or recommending products they’d previously viewed.”

Innovation that increases engagement

After seeing success from Abandoned Cart and Abandoned Browse communication, POWER wanted to test something new. They decided to implement an automation flow triggered by price drops, which further demonstrated the power of personalization.

By automating communication to customers when a price dropped for a product that they had viewed at least three times to prompt a purchase, they saw open rates exceed 55% and unique click-through rates of 26.8%.

“The price drop trigger was an instant success. We set it up to notify customers when a product they had shown interest in had a price drop, and the response was incredible. It’s simple but incredibly effective when it comes to keeping customers engaged and driving conversions,” Cecilie remarks.

What truly stands out in POWER’s collaboration with Voyado is the focus on continuous improvement and innovation. Power constantly tests and optimizes new ways of working to enhance the customer experience. The development of the price drop trigger was a joint effort between Voyado and POWER, resulting in one of their most successful campaigns to date.

“We’re not just using Voyado’s tools; we’re pushing the boundaries of what we can do together with them. The support from Voyado has been invaluable in helping us build unique features like the price drop trigger. That kind of partnership is rare, and it’s allowed us to keep innovating and stay ahead of the curve,” Cecilie says.

Next up for POWER A/S is to expand the price drop trigger to cover even more products. POWER is also setting new goals for the future, including launching a wish list feature and remodeling their Recency, Frequency, Monetary (RFM) model to provide even sharper segmentation for MyPOWER members.

“There’s still so much we want to achieve. We’ve come a long way, but we’re excited about what’s next. With Voyado, we know we have the right tools to keep growing and evolving our loyalty program. We’re constantly learning, testing, and refining to ensure we’re delivering the best possible experience to our customers,” Cecilie concludes.