-
Cut audience segment creation from 4 weeks to < 2 days
![Cut audience segment creation from 4 weeks to < 2 days]()
-
Eliminated reliance on IT and freed up valuable time
![Eliminated reliance on IT and freed up valuable time]()
-
Easily able to identify highly engaged members for upsell journeys
![Easily able to identify highly engaged members for upsell journeys]()
THE CHALLENGE
Dependence on IT for Segmentation with SQL
Basic-Fit is the largest value-for-money fitness chain in Europe, operating nearly 1,600 gyms across the Netherlands, Belgium, Luxembourg, France, Spain, and Germany. The company has over four million members and continues to grow rapidly, opening new locations almost daily.
The CRM team is responsible for member retention and direct communications through Salesforce Marketing Cloud emails and app messages and aims to enhance the member experience by creating upsell and retention journeys while also working closely with other company stakeholders to set vision and strategy. The CRM team takes over once leads are generated, guiding them through email journeys that explain membership options, benefits, onboarding, and ongoing engagement.
Before using DESelect, the team was highly dependent on an IT specialist to create segments in Salesforce Marketing Cloud, which slowed down campaign execution and affected the team's agility, especially as marketing needed to move quickly to test and implement new strategies.
Goals
- Eliminate IT bottleneck and free up the technical specialist for more advanced projects.
- Have a better understanding of data relationships to become more data-driven
- Efficiently engage and upsell existing members
Results: Fast segment creation enables a responsive marketing team
- Campaigns are launched quickly and the technical specialist is freed up for advanced projects
- Able to manage their own data segments without reliance on IT
- Empowered non-technical users focus on using data to build better campaigns
Now our marketers can do the technical part from their end, which saves time and gives us quicker time to market. Plus, they feel more responsible end-to-end, which is also nice for them.
Highlights
Why Basic-Fit Chose DESelect
-
Eliminate dependence on IT“We had too much dependency on IT, which slowed us down. It’s quite hard, especially for more creative people, to learn SQL on a high level. With DESelect, it’s way easier, and they can do it themselves."
-
Create segments faster“Today, within two days, campaigns are ready. Before DESelect, it could take up to four weeks. Priorities were not aligned, and availability of IT had us waiting artificially long.”
-
Become more data-drivenData can always prove whether you’re doing good or not. When marketers get more familiar with the data we have, they also see more opportunities in the kind of campaigns we set up. They’re not thinking about blockers but rather about what opportunities there are.
