Doublepoint | Revenue growth through smart, scalable, and efficient utilization of inventory knowledge

The question, therefore, is: how can we intelligently, scalably, and efficiently leverage that inventory knowledge in an online cross-channel strategy?

The target audience of Doublepoint consists of so-called audiophiles – true enthusiasts who often already know which brands they want to have at home. We analyzed through which marketing channels we could reach this target audience. After a channel analysis and strategic session, we settled on Google Shopping, Google Search, Microsoft Shopping, Microsoft Search, Amazon, Bol.com, Kieskeurig, and Tweakers.

To make it manageable, scalable, and efficient, we chose to work with a feed-based approach using the feed management tool Channable. An important argument for this choice is that we can connect all the above channels from this tool.

Three out of the four Ps of the well-known 4P model are extremely important for Doublepoint’s target audience. These are product, price, and promotion. Based on this analysis, we determined that:

1. Product: Doublepoint has proven over the years to be a master in inventory management. However, for this target audience, it is also crucial that the product is reliable, as it often involves significant investments. Reviews play a crucial role in this aspect.
2. Price: We operate with a lowest-price guarantee. If the target audience sees a product cheaper elsewhere, they get a 5% discount on the lowest price. To ensure that Doublepoint always has the lowest price, we provide insights into competitor prices. If competitors offer a lower price, we adjust the price in the backend. This adjustment is automatically pushed to other channels by Channable.
3. Promotion: Doublepoint runs many brand-specific promotions (such as Black Friday, Sinterklaas, and Christmas). It is important that we can incorporate this into the campaign setup and scale it across different marketing channels. This way, we can directly include ongoing promotions (sale periods or percentages) in all feeds and advertisements via Channable.

The infrastructure is now clear: we aim to reach the so-called audiophiles across multiple marketing channels in a scalable way using Channable. This means we need to assist Doublepoint in carefully shaping the feed so that we can make optimal use of the data in marketing.

We have decided to use the backend as a PIM (Product Information Management) system. This serves as the heart of the company where all product information is structured uniformly. In the backend, we have configured visibility fields. If the value is 1, we include the product in the feed. If it is 0, we remove the product. Doublepoint has one task: to work carefully and systematically in the backend linked to the marketing channels. This way, they determine which product is displayed on which channel.