Copenhagen
December 14, 2011

Scandinavian media giant Schibsted teams up with Neolane to optimize its customer dialogue

Enterprise marketing technology provider Neolane announces today a new collaboration with the Schibsted media group in Sweden. Neolane's conversational marketing solution will be used as of December to effectively personalize communications and thereby increase sales and customer conversion rates.

Schibsted is one of Scandinavia’s biggest media groups with approximately 7 200 employees in 25 countries. The company consists of a multitude of strong brands encompassing both print medias and digital channels. In Scandinavia, the company’s most important brands are leading Swedish daily newspapers Aftonbladet and Svenska Dagbladet, with VG and Aftenposten in Norway.

The objective of Svenska Dagbladet och Aftonbladet is to improve customer experience, competitiveness and cost-effectiveness with the help of Neolane’s solution. Both newspapers want their customer dialogue to become more relevant and thereby to increase customer loyalty and lifetime value.  

"Today's media market requires a more customer-oriented and agile working method based on customer insight. Svenska Dagbladet wants to exceed customer expectations by delivering a more relevant customer experience through customised communication, promotions and service. We selected Neolane because their platform is powerful, flexible and easy to use. It is easy to integrate with other systems, which is important for a more channel integrated approach. It allows us to increase profitability and create more satisfied customers," said Mattias Skoog, Manager of Private Market at Svenska Dagbladet.

Both Svenska Dagbladet and Aftonbladet aim to create a more direct dialogue with their customers and avoid sending out mass marketing messages to their subscribers. Schibsted will use Neolane’s technology to retain existing customers as the marketing platform can be used to increase customer knowledge and to automate fully one-to-one personalized retention campaigns.

”This means that Neolane’s software can for example alert when an individual reader’s subscription is about to end. Neolane’s solution creates an automated workflow that allows Schibsted to communicate to the individual customer in an appealing and personal way”, explains Franck Attia, Director of Nordic Operations at Neolane.

"Aftonbladet’s focus is to create personalized and relevant customer communication that is adapted according to the customer's background, preferences and behavior", says Jannike Tillå, Customer Relationship Manager at Aftonbladet. "We chose to work with Neolane because they offer a solution that is intrinsically digital and allows us to develop the project to meet our future challenges."

Svenska Dagbladet and Aftonbladet also want to make their communication efforts more effective by incorporating more digital channels without losing any of the personalization. The two newspapers plan to integrate additional channels in their marketing strategy, like telemarketing, the web and new direct marketing channels, both for traditional print and new digital products.

In digital media, Schibsted will also be using Neolane’s solution to convert some of their non-paying customers, so called ”freebies”, to paying customers. These include for example people who visit websites and subscribe to free newsletters. These persons can be identified and contacted to  sell either subscriptions to print/digital newspapers or access to premium electronic products.

The project, that was carried out with Neolane's Nordic partner Xlent, will fully launch in December 2011.

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