Bygma successfully sells goods directly from their interactive flyer

Before Danish DIY chain, Bygma, started to use Zmags, the company had allocated sales on two separate channels: 58 stores that are either lumberyards or DIY stores targeted at consumers, and the well-established online shop, byggestore.dk, where private DIY customers can benefit from ordering online, having the goods delivered directly to the construction site. Each of the channels works independently, but as a part of organizational restructuring. Bygma saw the potential in using interactive flyers as a shared marketing channel to drive additional sales in both the physical and online stores.

The solution:

Today, Bygma creates weekly flyers of 12-16 pages that contain current offers. The printed copy is delivered door-to-door, which is a heavy burden on the budgets. As a supplement to the printed flyer and to support online sales, Bygma uses Zmags to announce weekly offers. The readers can easily navigate Bygma’s interactive flyers, designed to catch the readers’ attention at the very moment they are ready to buy. Bygma’s flyers support a special feature where readers can click any item in the flyer and add it to a shopping cart. Once the reader has selected his items, it only takes a click on the check-out button to transfer all shopping details to byggestore.dk, where the reader can finish the actual acquisition. This is a very simple and efficient way to support the most interesting readers and effectively turn them into customers.

It takes less than two hours to set up and integrate a full version of the interactive flyer filled with shopping cart links. According to Søren Kruse, E-commerce Manager at Bygma, that time is very well spent:

“Bygma is a low-tech organization when it comes to our selection of products and the technical level from our target group. By using Zmags, we have a strong and professional way to present our products. Zmags is quick and easy to use for our customers, but most importantly, the solution with clickable items is very revenue-friendly.”

The results:

For the six months Bygma has been using Zmags connected to their online store, there are clear results. Of the readers who add items to their shopping carts, the conversion rate is 10%, which in total has proved measurable results of more than 60,000 USD. The interesting part is that the average order size is 120% bigger compared to the physical stores. Søren Kruse explains:

“The combination of an interactive flyer and our online shop is perfect to drive additional sales. We have better possibilities to present the offers, inspiring our readers when they browse through the interactive flyer on our website. And once they are hooked on something, it is very easy to add more items to the basket.”

Bygma is marketing their interactive flyer heavily on their own website and through references in the printed version. So even without doing a lot of additional marketing, the company has succeeded in boosting their revenue online, where the interactive flyer now accounts for more than 2% of their overall online revenue. Another advantage of the elegant interactive flyer is a stronger online profile that ensures more customers in the physical stores.

About Bygma

Bygma is a Danish-owned group with activities within the sale and distribution of timber, construction, and DIY products. Bygma is the largest Danish-owned company in this industry, employing more than 1,350 people distributed through 50 selling points in Denmark, Sweden and Faroe Islands. In 2008, Bygma had a revenue of 1.1 billion USD.