Vipp’s Digital Playbook for international omnichannel success
Vipp’s digital growth and international omnichannel ambitions are now guided by a comprehensive playbook – crafted in collaboration with IMPACT Commerce. Featuring market analyses, data-driven insights, business cases, and a full-funnel roadmap, this strategic tool lays the foundation for Vipp’s success in the years to come.
Iconic Danish high-end brand Vipp has set its sights on expanding the reach and sales of its premium kitchens – the V1 and V2 – across priority markets. To achieve this, Vipp needed a robust digital strategy to strengthen its position and meet ambitious growth goals.
Recognising the complexity of this challenge, Vipp partnered with IMPACT Commerce to co-create a comprehensive digital playbook. It consists of thorough market analyses, data, consumer and competitor insights, business cases, and a full-funnel digital marketing roadmap, forming the basis for Vipp’s growth and priorities in the coming years.
Understanding market conditions, consumer expectations, and access strategies in key regions.
Identifying critical touchpoints and growth opportunities.
Crafting winning digital approaches for each market.
Optimising channel investment and budget allocation to drive leads and revenue.
Tailoring content across SEO, Search Ads, Display, Facebook, Instagram, YouTube, and Pinterest.
Today’s consumers explore brands and products across various digital channels before visiting a website, store, or showroom – and we have to adapt to that. The first step was to put digital at the top of our strategic agenda, complete with a concrete plan to safely navigate the vast sea of digital channels across markets.
Full-funnel mapping
Vipp’s brand perception varies by region. While Danes and Norwegians know Vipp for its iconic pedal bins, American customers primarily associate the brand with high-end kitchens. Understanding these nuances was essential for designing a strategy that adapts to each market’s unique customer journey and competitive landscape.
Leveraging IMPACT Commerce’s Customer Treemap Framework, the top 50 Google search results for 75 relevant keywords were analysed, mapping out 750 competitors across target regions. This was enriched with trend studies, market analyses, and benchmarks like the Omnichannel Index, providing Vipp with actionable insights.
We want to grow in all our markets, and this includes through increased brand awareness and presence across the top, mid, and bottom funnels. We have analysed, sharpened, and intensified that work together with IMPACT Commerce.
Offline, Online, Omnichannel: Interaction is Key
Vipp has always excelled in strong PR efforts and top-notch brand initiatives, such as the Vipp Shelter in Sweden and the Bolder Sky Lodge in Norway, which was named by Forbes as ‘One of the world’s top 25 surprising places to sleep’ and generated massive hype for and about Vipp.
The next step for the over 80-year-old, family-owned and operated company was, therefore, quite naturally to invest in linking their PR approach to a complete data-driven omnichannel setup.
A setup where Vipp, via digital channels, can boost – and reap the benefits of – its great PR, brand and offline marketing work, and in a more systematic and documentable way, send leads to its dealers and stores in the USA, Germany, Norway, and Denmark.
The roadmap for that work is now compiled in the digital playbook, which Vipp’s internal stakeholders have collectively rated 4.6 out of 5.
A Tool for the future
The digital playbook marks an important next step in Vipp’s digital transformation towards omnichannel and international full-funnel marketing.
The work to increase brand awareness has intensified, and gradually, the remaining measures must be implemented and the results documented.
For IMPACT Commerce, it was crucial that the digital playbook fit Vipp’s current digital stage, aligned with the business strategy, and wasn’t an overwhelming mouthful at risk of ending up in a desk drawer.
It’s not a high-flying, unrealistic strategy, but rather an executable action plan created together with the talented people at Vipp and at eye level with their business model, resources, and level of ambition.
Would you like to know more about our partnership with Vipp?
Reach out to Camilla. She’s ready to tell you more about it.
