Koala ups the ante on customer insights as part of data transformation

Australian online mattress and furniture retailer invests in data, analytics and insights function and technology

Australian mattress and furniture online retailer, Koala, is spending the next six months undergoing a large-scale data transformation to bring customer insight into every step of its decision-making processes.  

The company has brought on Qualtrics’ Core XM customer insights platform to lift its game around customer insights facilitation and analytics. Koala chief marketing and technology officer, Peter Sloterdyk, told CMO the brand has always had a strong focus on listening to customers and communities to inform its product range.  

“As the Koala business expands in popularity and in our product range, we required a more sophisticated platform to provide critical insights that can be fed into Koala's enterprise data warehouse for use throughout the business,” he explained.

Bringing on Qualtrics further enhances these listening capabilities and supports Koala’s data-driven approach to growth, Sloterdyk said. The direct-to-consumer retailer is partnering with Qualtrics Research Services to expand the value and reach of insights collected, accessing more than 90 million panellists globally.  

“The Qualtrics tool is a component of Koala’s larger data strategy that has the clear objective of bringing our customers, and the communities that they live in, further into the decision-making process at every step,” Sloterdyk continued. “Over the next six months, we are undergoing a large-scale transformation project to achieve this objective, and the Qualtrics platform plays an important role in this.”

In complement to the technology investment, Koala has been building out its data, analytics and insight (DA&I) function in recent months. This has seen it appoint Dr. Virginia Wheway as VP of data and analytics in September to transform the way the retailer listens and learns throughout the business. Wheway reports directly to Sloterdyk.

“The DA&I team has been tasked with improving the availability and use of critical information to all levels of the organisation in Koala's relentless pursuit of getting closer to the customers and communities we serve,” Sloterdyk said.

The Qualtrics CoreXM is aimed at lifting Koala’s concept ideation and testing, product development and ad-campaign testing. The name of the game is optimising go-to-market strategies and inform its product, brand and customer experience.  

Specifically since launching with Qualtrics, Sloterdyk said Koala has deployed a number of projects at speed. These include optimising the go-to-market strategy for products in international markets, creative concept evaluation for key advertising campaigns across media channels, validation of products in the concept development phase across international markets, and research to assist in informing offshore growth plans.

“To fuel Koala’s continued growth globally it’s crucial we use insights to unlock the full value of the marketing spectrum, such as TV and out of home, and personalise it for each country,” he said. “Qualtrics CoreXM gives us the ability and agility to find the information we need, and then make intelligent decisions confidently, efficiently, and at scale.”  

Sloterdyk said within 24 hours of going live, it’d already developed a use-case that was paying commercial dividends.

“Within 24 hours of signing with Qualtrics, Koala was able to use the tool to obtain feedback from Australians on a strategically important marketing campaign. The feedback enabled the team to refine the campaigns messaging and optimise the investment placed behind the effort,” he said.  

“Using Qualtrics will assist Koala to be even closer to the communities we serve with our award-winning product range.”  

Last year, Koala adopted Segment’s customer data platform to improve its first-party customer data infrastructure and management.  

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

 

 

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...

Hans Jensen

Explainer: What marketers need to know about cryptocurrency

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Gartner: Digital isn't enough of a superpower for CMOs anymore

Read more

I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...

Dave Sigurd

CMO's top 8 martech stories for the week - 9 June 2022

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Creating a marketplace for wellness

Read more

A solution for an retail industry data extraction. https://e-scraper.com/usefu...

"e-Scraper" Data Extracting

​Catchoftheday launches fee-based online shopping club

Read more

Blog Posts

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

5 ways to turn imposter syndrome into confidence and conviction

Imposter syndrome. That feeling others will discover you are actually not as good as they expect, and at any point you will be exposed and ridiculed as a fraud. If you can relate to this, then you are not alone.

Rowena Millward

Author, consultant

Sign in