The digital transformation in Saba

Digital transformation is one of the issues that most concern companies today, as it is an important process that involves all employees and collaborators of the company. On the occasion of the Digital 1to1, Kim Bosch, Marketing and Digital Manager of Saba, presented together with Splio her success story "Another way to share; the digital transformation of Saba". Let's take this opportunity to interview her about her experience and the main challenges she faced.

¿Cómo y por qué habéis iniciado la digitalización de vuestra empresa?

Saba is a company with 50 years of history and with a business that is historically very focused on infrastructure such as car parks. Two years ago we realised that we had to adapt to the new needs of consumers and decided that we wanted to be pioneers in our sector in inventing the new experience of parking. To this end, we have begun the digital transformation of the company with Splio as one of our reference partners. In a very short time we have achieved spectacular results with a process that still continues and that has caused all our competitors to take the next step after us in order not to be left behind.

¿Cuál era el reto principal con Splio?

Cuando empezamos a trabajar con Splio teníamos un gran desafío por delante que estructuramos en 6 principales retos:

1. Atender todas las bases del funnel. To ensure that our communication and marketing strategy takes into account the reputation, relevance, capture, sale and recommendation of our customers in order to cover the entire life cycle of our customers.
2. Test to learn. The user is changing and evolving very quickly, so we decided that it was essential to test the communications in order to be sure that we are communicating with them at the best possible time, with the right message and content.
3. Auditoría de la BBDD. As it happens in most companies with a long history like ours, in Saba we had information from many of our users, dispersed in many channels and platforms. Splio nos ha ayudado a hacer un análisis de toda esta información, unificarla y empezar a sacarle provecho para llegar a conocer más a estos usuarios y convertirlos en clientes.
4. Aprovechar el poder de la segmentación. One of the main objectives of the digital transformation was to be closer to our customers, to know them better and to act accordingly. For this reason, once we had the database set up, it was time to use all the information we had and that we had captured from them, to segment and communicate with them in a more personal way.
5. Marketing automation. La digitalización de cualquier empresa es un proceso continuo y prolongado. Después de establecer las bases de la digitalización, nos hemos focalizado en el marketing automation, con acciones para aumentar la frecuencia del consumo (recuperación de carrito, renovaciones, etc.) como acciones centradas en aumentar el volumen de compra (upselling y crosselling).
6. Analysis, measurement and optimisation. We believe that the only way to improve is to measure, analyse and learn from the results. For this reason, together with Splio, we monitor all the most important KPIs and from the subsequent analysis we draw some general conclusions that allow us to continue to improve on a sound basis.

¿Cuáles son los 3 primeros resultados concluyentes?

First of all, the database audit and the subsequent data capture allowed us to increase the reactivity of our database by 20%, making our communication much more effective and relevant to the user.

Hemos visto también como la web se ha convertido en un potente motor de ventas, aumentando un 200% los ingresos generados por la venta online con respecto a 2016. Estas ventas ya representan un 21% de las ventas totales de la compañía, unos resultados extraordinarios que esperamos seguir aumentando.

What are the next steps?

Como ya hemos comentado, en 2018 ya estamos trabajando el marketing automation y será uno de nuestros principales objetivos. Por otro, queremos conocer aún mejor a nuestros clientes y trabajar más intensamente su fidelización. Vamos a centrarnos en entender sus necesidades y premiar su lealtad para que se conviertan en embajadores de Saba.