Polvo is one of the largest hardware wholesalers in the Nederlands. But Polvo sells more than hardware, much more. SPARQUE uses relevant promotions in email to draw the attention of customers to sometimes unknown but highly relevant product categories.
Filling in ‘white spots’
How relevant are we as a supplier to this customer? Every B2B wholesaler understands the importance to be the preferred supplier. One indication thereof is to look at the product categories a customer purchases relative to his overall needs. The categories that are not bought are the so-called ‘white spots’. Polvo subtly draws attention to these spots by selecting promotions from these product categories and send them via email. Fully personalized and data driven. Yes, we also supply protective garments and as it happens we even have items in promotion at the moment.
How does it work? Polvo choose SPARQUE for its unique Build-your-own-algorithm feature. Using this, Polvo can calculate demand patterns of customers and, based on related customers, establish the white spots. There are new promotions each month and Polvo sends customers an email about these promotions. In this email SPARQUE selects for each customer the product categories and promotions Polvo needs to highlight. Of course, 100% data driven. Transform your standard email to one-to-one communication? Done.