The Finnish brand Fiskars has been working together with Desk for a number of years now. The supplier of hand-held garden tools has been using a cashback promotion, a prizedraw campaign, and a money-back guarantee in recent years. We spoke to Cynthia van den Brande, Marketing Manager Functional Benelux at Fiskars, who told us all about the promotions and campaigns, results, data insights, and collaboration with Desk.
Fiskars in the Benelux
Fiskars was founded in 1649 in the Finnish village of (you guessed it) Fiskars. The brand has been around for over 370 years, but has only been really active in the Benelux for five years. ‘That’s why you might not have heard of us yet. Our products are for sale in DIY stores and garden centres and have a recognizable, bright orange colour. At the moment, our focus in the Benelux is on expanding the distribution channels and brand awareness of Fiskars,’ says Cynthia.
In recent years, the theme of ‘100% happiness’ has played a central role at Fiskars. Which makes sense, as research has shown that gardening makes people happy. ‘That’s how we came up with the idea of launching our money-back guarantee, so that we could incorporate that theme of 100% happinessinto our campaigns and promotions. If somebody wasn’t 100% happy with a product, they could get their money back and be 100% happy with that outcome.’
Flexible and responsive
Fiskars called in the help of Desk to set up and facilitate this promotion. ‘We were looking for a supplier that could serve the entire Benelux. It didn’t take long before we found Desk,’ says Cynthia. ‘They’re centrally located in the region and offer a multilingual customer service’.
‘We were looking for a supplier that could serve the entire Benelux market. It didn’t take long before we found Desk.’
Desk built a user-friendly registration site for Fiskar’s money-back guarantee campaign. We also provided theircustomer careand ensured that the purchase amount was refunded to the consumer’s bank account. ‘Desk has been a great partner right from the beginning. They’re flexible and respond quickly to us and customers,’ says Cynthia.
Profiling as a premium brand with a cashback campaign
Fiskars has also set up a prizedraw campaign and a cashback campaign in collaboration with Desk. ‘The cashback campaign lowers the purchase barrier for consumers, and we don’t have to do any in-store discounts! That’s one of the reasons that Fiskars can really benefit from a cashback campaign. If you profile yourself as a premium brand, you want to avoid giving frequent discounts – a cashback promotion offers a solution. Retailers are positive about it, too, as it offers benefits without having to sacrifice any margin or take any action themselves. There’s no extra effort on their part.’
Desk continues to develop
And what about the results of the cashback campaign? ‘The results are beyond our expectations. On the one hand, however crazy it may sound, this is down to the coronavirus pandemic and the fantastic spring. The weather has been great, and people now have much more time and money for their home and garden. But alongside these external influences, the campaign itself is strong. Desk has created a sleek registration website and ensures that applications are processed quickly. We’re impressed at how Desk continues to develop. Compared with last year, they’re now setting up instructional videos that explain the promotions to consumers. This results in better service for consumers, who have their needs met faster.
‘It’s good that Desk continues to develop its services in this way.It means that consumers benefit from an even better service and has their needs met more quickly.’
Cashback works for price-conscious consumers in the Netherlands
‘Of the three different campaigns, cashback works best for us. A cashback campaign guarantees a discount, which is different from a ‘satisfaction guarantee – money back’ campaign or prizedraw, when there’s no guarantee of a discount or a prize for consumers. The cashback mechanism works well in a country like the Netherlands, where consumers are very price-conscious’
Building up a database
The promotions also provide Fiskars with very interesting data and insights. ‘In the application form for the cashback promotion, we ask consumers whether they would like to receive more information about Fiskars. People who enable this opt-in will be added to our newsletter database. This provides us with relevant data – in full compliance with GDPR legislation – which we use for our one-on-one communication with consumers. In that sense, the cashback campaign is also an investment in the future for us.’
Want to know what we can do for you?
If you’ve read this article and want to know more about the possibilities for a cashback promotion, prizedraw campaign, or ‘satisfaction guarantee – money back’ campaign for your brand, feel free to contactus. We’d be happy to tell you all about it!