Stockmann is the most famous department store chain in Finland, primarily known for its extensive selection of fashion, beauty and home products. The company provides premium selections of brands, customer service and shopping experience in all of its 8 department stores and web shop in Finland and Baltics.
In addition to its outstanding variety of products and services, Stockmann wanted to excel at marketing effectiveness and truly understand the drivers behind it. The scope of cooperation with Sellforte was to quantify each media type’s and media channel’s daily sales and profit uplift, and model the marketing mix as a continuous project instead of a one-time project.
“Sellforte’s solution enabled us to prove marketing investments’ monetary value in a challenging situation where cost savings within the whole company were needed. We have been able to generate incremental sales and marking based on the insights. The tool is widely used not only in marketing, but e.g. in finance too.
For us Sellforte’s tool is not a nice-to-have but a must-to-have.”
By utilizing Sellforte’s advanced Marketing Mix Modelling software, Stockmann found out which campaigns, seasons and product categories provided the best return on media investment. Based on the findings, Stockmann and its media agency ToinenPHD made changes to the media plan, with substantial sales and margin uplift in only few weeks.