Coop Estonia's Personalized Retail Video

Communicating Personalized Offers at Scale

With the upcoming launch of a revamped customer loyalty program, Coop Estonia were looking for innovative ways to communicate personalized offers. SEEN's technology provided the perfect solution: individualized video messages that deliver personalized content directly to each customer.

Utilising Personalized Video

SEEN created highly personalized videos for Coop Estonia's customers by integrating customer-specific data into each video while ensuring strict data privacy. 

The videos included multiple personal data points to high relevance for each viewer, including:

• First name: Each video began with a personal greeting using the member's first name.
• Bonus earned in 2023: The amount saved (In €) by being a member
• Top 3 products
• Personalized promotions: Based on the new personalized offers, each video included a number of personalized promotions tailored to the viewers’ taste.

These individualized videos were delivered via SMS, chosen for its high open rates, with strategic pre-communication to address any security concerns regarding the SMS links.

The Film: Crafting Personalized Engagement

The production process was a collaborative effort involving several stakeholders, including the creative solution provider Tank and Kuukulgur Film for production. The project involved creating 300,000 unique videos, each addressing the customer by name and highlighting offers tailored to them. Filming took place within Coop stores to create an authentic and relatable setting, ensuring the content resonated deeply with each viewer.

Results: Exceptional Response and Conversion Rates

Coop Estonia’s personalized video campaign achieved remarkable success, with results far surpassing traditional marketing benchmarks. The response rate was 10 times higher than standard methods, boasting click rates between 20% and 25%. Even more impressive was the conversion rate, which exceeded 35%, underscoring the power of personalized video in driving customer engagement and actions. Given that these personalized videos were only accessible after login with BankID, the outcomes are even more remarkable.

This campaign’s measurable impact was also recognized with 1st prize in the Estonian Marketing Efficiency Contest, organized by the Estonian Marketing Association. Winning in the Data Usage category highlighted the campaign’s strategic and efficient use of data to achieve outstanding results.

Press Mentions

• TULImusta - Coop Estonia wins 1st place in the Data Usage-category in the Estonian Marketing Efficiency Contest TULImusta (Estonian)
• TULI – Coop used a novel solution in its campaign: first results exceeded the usual numbers by 10 times. (Estonian)‍
• Bestmarketing – Ranno Pajuri: We could not have had such an effective campaign for the same money. (Estonian)

About Coop Estonia

Coop is Estonia's largest supermarket retailer, renowned for its innovative customer service and loyalty program.