Focusing on digital transformation, Dansk Supermarked enhances the customer journey with the help of Innometrics Profile Cloud

Stockholm and London, 18th February 2015 — Innometrics, the customer data specialists, today announced that Dansk Supermarked, Denmark’s largest retailer, covering a range of supermarkets and grocery stores in Denmark and across Europe, has chosen Innometrics’ Profile Cloud to bring together data from both its online and offline channels in order to personalise web content.

Dansk Supermarked was looking to build customer profiles across its many new technologies, through both digital and offline channels.It wanted to strengthen its focus on customer journeys and so embarked on a pilot project with Profile Cloud, initially looking at pre-purchase customer behaviour on the website.

“Profiling in a multichannel landscape is challenging. It’s so hard to orchestrate an end-to-end solution and we needed the glue between the silos. Innometrics’ primary function is exactly that,” explains Steen Kronborg, Entreprise Architect at Dansk Supermarked
Profile Cloud creates a profile of every unique visitor to the website. These profiles are then enriched with data from multiple data silos, including data from SAP, Clickstream, behavioural analysis and geo-localisation to give a single view of each customer and prospect in real-time, whether they have purchased or not.

This profile information is then available across multiple platforms and technologies such as Hybris and Adobe Analytics, to ensure each technology is looking at the same data. Dansk is then able to run personalisation and email retargeting for visitors to the site.

Using Profile Cloud, Dansk Supermarked is now personalising web content based on both demographic and behavioural data and seeing conversions increase by over 300%. Email retargeting has increased conversions of the initial pilot project from 2% to 7.6% and 5% of orders are generated through personalisation.

“For many years software companies have touted the Single Customer View and yet have never made it a reality,” explains Andy Walker, EMEA Director. “By combining these different data sources, Profile Cloud allows retailers such as Dansk to personalise their marketing and get these results.”
Following the initial success of this online project, Dansk Supemarked now wants to integrate offline data with Profile Cloud. ‘Bricks and mortar’ still brings the highest revenues and data richness, so the next task is to import over 3TB of data to Profile Cloud and combine it with existing customer profiles.

Steen Kronborg, Enterprise Architect at Dansk Supermarked will be outlining the project at Innometrics’ breakfast event “Single Customer View Meets Multichannel Marketing” on Friday February 20th, in Stockholm.

Additional resources:
The Dansk case study can be found here:
Find out more about Profile Cloud
Understand how big brand names are using Profile Cloud to personalise their customers’ experiences


About Dansk Supermarked:

Dansk Supermarked operates almost 1,400 stores in five countries. Every day, it supplies 1.4 million customers with food and non-food products through the føtex, Bilka, Netto, and Salling chains, as well as the web-shop
Employing 32,000 people in Denmark and 10,500 in Netto Sweden, Germany, Poland and the UK, all its employees work around the clock to offer their customers the best shopping experience. Ever since Herman Salling created the first føtex store in 1960, the combination of sound business practice, common sense and a constant focus on customers has been the recipe for their success.
Dansk Supermarked is owned by F. Salling Gruppen (81%) and A.P. Møller-Mærsk (19%), and has a yearly turnover of 57 billion DKK.

About Innometrics:

Innometrics, the people behind ‘Profile Cloud’, are in business to change the way
online marketing is run. With offices in Stockholm and London, Innometrics is giving
marketers across the globe access to single ‘Profiles’ of all their customers. These
profiles pull data from every silo and evolve in real-time, with customer behavior.
Profile Cloud works with the technology organisations already have; feeding Profiles
back to their existing systems to drive insight and power personalised, consistent
conversations across all channels, domains and devices.
Learn more at

Media contact:
Martha de Monclin
Bijou PR for Innometrics
Tel: 0777 168 2434

Published on: 11:23AM on 23rd February 2015