Vuffeli gets closer to customers with SMS
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About Vuffeli.dk
Vuffeli.dk has a clear vision to make it easy to create a good life for good dogs.
Vuffeli sells customised dog food by subscription, curated to your dog's individual needs. Using their advanced algorithm, dog owners can enter relevant data about the dog, such as breed, size, age, weight, and more. Based on this data, the algorithm selects dog food with the right nutrition for the dog.
Then, as a dog owner, you can sign up for a subscription to receive the perfectly formulated food mix. It couldn't be easier to give your dog the building blocks for a great life.
A targeted SMS strategy increases engagement
Vuffeli has had an active account with inMobile since September 2021 and has been sending SMS messages continuously. In January 2023, they decided to work more actively with SMS. Instead of sporadic SMS campaigns, they chose to shift their focus and utilise the SMS channel to get closer to customers.
"We have long wanted to get closer to our members and involve them more in the business. SMS has been an obvious channel to fulfil this wish in combination with relevant and personalised communication. We can also see that it works. Our click-through rates have increased and members engage with what we send out."
Josephine Zeltner, Head of Customer Experience at Vuffeli.dk
Vuffeli's goal with the new direction for SMS was, among other things, to achieve higher engagement among their customers and thereby create more value in the customer experience.
Their strategy has already paid off, because at Vuffeli they can feel that they have become significantly closer to their members and have increased dialogue.
The message above is an example of how Vuffeli uses SMS to ensure a better and more inclusive customer experience.
How Vuffeli uses SMS for member engagement
Vuffeli uses the SMS channel in several different ways, but their strategy is mainly focused around SMS automation. It's smart because once it's set up, automation requires little work or attention from the organisation.
Before Vuffeli changed their direction for the SMS channel, they mainly sent practical information like delivery information to their customers. Today, they communicate far more about advice and topics that make it easier for the individual dog owner to create a good life for their dogs.
Value-adding automation with Klaviyo integration
When Vuffeli was choosing an SMS gateway, it was particularly important that their new SMS platform could communicate with their existing CRM and their mail system, Klaviyo.
One of the reasons inMobile was chosen was the ability to synchronise with Klaviyo. At Vuffeli, they use the integration extensively to target and segment broadcasts via automations.
An example of this can be seen below.
Once a member signs up for Vuffeli's 'pickiness programme,' they automatically receive an SMS from Vuffeli welcoming them and reminding them that they can always contact them if needed.
This way, they ensure that their members get off to a good start and are confident that Vuffeli is an active sparring partner in the process that the members and their dogs are going through.
Customer club with access to expert advice
With SMS, Vuffeli has created a subscription business where customers are more than just subscribers - they are members. When a customer orders a customised subscription from Vuffeli, they also become part of Vuffeli's membership club. They'll have access to expert advice on everything from nutrition to behaviour and training, as well as general advice on being a dog owner.
The membership club helps to create a sense of belonging and community, which means that a lot of the distance between Vuffeli and their customers disappears.
"SMS is great for our active customers - those who are members of our customer club. Because then we already know that the interest in hearing more is there. We believe that text messages should be sent with great respect for the recipient's time and attention."
Josephine Zeltner, Head of Customer Experience at Vuffeli.dk
In addition to expert advice, Vuffeli also sends an SMS message to their members when it's time to order tick repellent, for example, or when there is something else the customer should be aware of.
Special offers on your dog's birthday increase loyalty
When a member's dog has a birthday, Vuffeli is happy to send a very special SMS message. The message will typically include a link where the recipient can choose a free gift for their dog that will be included in the next delivery.
The birthday SMS is sent to Vuffeli's current, active members, and a similar SMS is sent to former Vuffeli customers who still have approved SMS.
For former customers, the message is a reminder that Vuffeli is still a relevant choice. For current customers, it's an extra good service that makes the customer happy and increases their motivation to remain a Vuffeli member.
Links in SMS ensure customer engagement
Vuffeli sets itself apart in the dog food market by customising your dog's diet to give them the building blocks for a great dog life. To do this, they rely heavily on engaging their members and ensuring that dog owners share important knowledge about each dog.
"SMS is brilliant because we find that it's much easier to engage with our customers via SMS. We have the opportunity to create dialogue and listen to customer feedback. […] We have a much more direct connection to our customers, and we are of course fully aware of the responsibility that comes with this connection."
Josephine Zeltner, Head of Customer Experience at Vuffeli.dk
They've made it easy for their members to share that knowledge. Once a new member has signed up for the subscription scheme, an SMS message will automatically be sent with links to questionnaires, video-asks and more. Here the recipient can give feedback and share information such as when and how often they would like new deliveries of dog food.
In addition to creating a seamless customer experience, such links also allow Vuffeli to know whether a member has actually clicked on the SMS and filled in the required information.
Up-selling via order-based messaging
When it's time to send a new batch of dog food to a subscriber, Vuffeli occasionally sends an automatic SMS before the order is dispatched. Such a message could look like the example below.
The message gives the recipient the option to order something extra if, for example, they are running low on dog snacks or just want to take advantage of a special offer.
Personalised messages like this give the impression that Vuffeli knows each customer's needs and provides a special service based on this.
Vuffeli is in no doubt: SMS is here to stay
At Vuffeli, they've already seen great results after their new SMS strategy became more targeted.
"SMS has given us more muscle. In the sense that it's a completely different form of communication with different possibilities than we've had before. It gives us a more direct line to our customers, which is really important for our members to feel more connected to us and vice versa."
Josephine Zeltner, Head of Customer Experience at Vuffeli.dk
Vuffeli continuously tests and monitors their data so that they can optimise and ensure that their SMS messages create value for members and deliver the results that the company wants.