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HEMA sets the standard for combining data-driven insights with brand creativity, delivering measurable impact while staying true to its identity.
"Creativity drives connection, data drives action. Together, they deliver measurable results."
HEMA faced a common challenge: their path to purchase wasn’t fully optimized. They needed a solution that would keep customers coming back, whether they were shopping online or in-store.
In partnership with Springbok and Selligent by Marigold, HEMA built a customer decision journey strategy rooted in McKinsey’s framework. They launched personalized lifecycle campaigns tailored to every stage, from awareness through reactivation.
HEMA reactivated 24% of customers and boosted engagement across every channel. Data-driven campaigns drove higher click-throughs, more revenue and sessions, and lower unsubscribes, proving the power of personalized, full-journey engagement.
HEMA faced a common challenge: their path to purchase wasn’t fully optimized. They needed a solution that would keep customers coming back, whether they were shopping online or in-store. That meant adopting a more holistic approach to engagement. One that reached customers at critical moments across the entire journey, from first interaction to long-term loyalty, with consistent, measurable impact.
In partnership with their agency and Selligent by Marigold partner, Springbok, HEMA developed a customer decision journey strategy rooted in McKinsey’s framework. Together, they launched a series of personalized, creative lifecycle campaigns using the Selligent platform, each tailored to support the full journey from awareness to reactivation.
HEMA launched 19 data-driven campaigns across their customer decision journey.
To deliver these campaigns at scale and with precision, HEMA leveraged several key Selligent functionalities:
Seamless data integration
Enabled real-time integration with the HEMA loyalty program, providing a 360° customer view. This supports relevant, one-to-one communications tailored to customer behavior and preferences.
Journey Builder
Powered personalization across every stage of the decision journey. This allowed HEMA to design lifecycle campaigns aligned to moments that matter, from welcome flows and second-buys to winbacks and churn prevention.
Pre-built templates
Accelerated execution timelines, reducing the time from idea to activation across multiple markets and languages. This helped the team stay agile while ensuring high-quality, consistent experiences.
Deliverability excellence
Ensured strong engagement across key domains in the Netherlands, Belgium, and France, helping campaigns land successfully and maximize performance.
Despite a significantly higher send volume, HEMA saw measurable improvements in engagement and sales:
With this program, HEMA sets the standard for combining data-driven insights with brand creativity, delivering measurable impact while staying true to its identity. It’s a model for how personalized, full-journey engagement can strengthen customer engagement and drive growth at scale.
springbok is a digital and creative agency focused on positive growth. By combining technology with creativity, they help brands build long-term customer relationships rooted in sustainability and effectiveness. As a Selligent premium partner since 2009, springbok supports more than fifteen major brands daily, helping them exploit the full potential of Selligent’s technology across industries like retail, banking, insurance, and automotive.
