From a seasonal brand to year-round success: with BigQuery and an omnichannel strategy

Digitale Marketing Strategie

Datawarehousing

OMNI- CHANNEL SUCCES

ONLINE AND OFFLINE

We not only improved the figures, but also strengthened the brand.

REVENUE DIVER-SIFICATION

LESS SEASONAL-DEPENDENT

Barbecues grew by more than 120%, whilst hiking boots increased by 55%, particularly outside the camping season.

STRONG LOYALTY

SIGNIFICANT GROWTH IN CUSTOMER LOYALTY

Thanks to, among other things, the unique travel card.

We're fans of Kampeerhal Roden

They are outdoor enthusiasts, leisure specialists, outdoor adventurers. Kampeerhal Roden is ambitious, but did not achieve the results that matched their ambitions. Time for action! We were called in to help them achieve growth together.

Kampeerhal Roden is a major player. With a huge 20,000 m² shop and an online store offering more than 10,000 products, they help many people to make their holidays, leisure time and gardens complete. It’s great to work with them together 🙂

The challenge

Kampeerhal Roden had a recognisable but seasonal image. As soon as the sun came out, the shop was flooded with campers and outdoor enthusiasts. But in the colder months, sales declined. The name “Camping hall” reinforced this effect: clear and familiar, but strongly associated with the camping season.

At the same time, the brand was at a tipping point. Locally, Kampeerhal Roden was already very strong: well represented and well-loved. The local market offered plenty of opportunities to better understand preferences and seasonal influences. But nationally, the brand was still relatively unknown.

The ambition was twofold: to overcome seasonality and raise the brand’s visibility nationwide. It was not a question of either/or, but of achieving both. Not a short summer peak, but relevance throughout the year. Locally and nationally.

This challenge called for a smart, data-driven approach. By segmenting customer data and translating it into targeted campaigns, we were able to use local momentum as a springboard for national growth. Kampeerhal Roden grew from a seasonal player to a brand that is relevant all year round, with data as an accelerator and brand reinforcement as its foundation.

Our strategy

We set ambitious growth targets for 2025. We wanted not only to increase turnover but also to boost the number of shop visits. In addition, turnover needed to be spread more evenly throughout the year, so that the brand would be less dependent on the camping season.

To achieve this, we selected two product categories that remain relevant all year round: barbecues and walking boots. These categories align well with the outdoor lifestyle and offer opportunities for growth in both the early and late seasons.

To achieve these goals, we drew on our expertise and worked closely with Kampeerhal Roden. We also utilised powerful tools such as BigQuery and Supermetrics to combine data and insights, thereby ensuring smart, data-driven growth.

Our approach focused on the smart combination of data, insights and seasonal distribution to achieve sustainable growth.

From a seasonal brand to year-round relevance

To help Kampeerhal Roden grow from a seasonal brand into one that is relevant all year round, we developed a data-driven foundation in which online and offline reinforce each other.

No separate campaigns, but a smart ecosystem in which insights are translated into targeted actions.

Data warehouse: one environment, multiple data sources
We decided to bring all data together in a Google BigQuery data warehouse, the brain behind the strategy. We built a central data layer in which different data sources come together. Additional information such as stock, prices, weather data and trends is also included. This creates a more complete and up-to-date picture of customer behaviour and market dynamics. These smart links make it possible to better time marketing efforts, make them more relevant and measurably improve their performance.
Omnichannel: from insight to action
Thanks to the integration of online and offline sales data, it is possible to build much more complete and better segmented target groups. All data is cleaned, enriched and merged into a single customer view.
Without directly identifying individuals, we use general behavioural patterns to deliver campaigns more efficiently. This includes targeting lookalike target groups with relevant content. These insights help us, for example, to combine and offer seasonal products more intelligently, tailored to preferences and context.
Personal and relevant
Kampeerhal Roden has been actively promoting the use of a traveller’s pass for years. This has created valuable interaction between customer and brand.
Based on these interactions, we can make communication more relevant: with content that matches interests, purchase moments and seasonal influences. This helps to strengthen customer relationships and contributes to higher satisfaction and repeat purchases.
Smart focus on what matters
We don’t focus on superficial metrics, but on impact: store visits, turnover and customer value.
By combining predictive insights with historical data and external factors, campaigns can be adjusted in a timely manner.
This creates a flexible approach that continuously responds to what is happening now and helps Kampeerhal Roden to be more relevant, all year round.

The result

We’re proud of it! Our data-driven approach has got things moving at Kampeerhal Roden. Turnover grew beyond the target, and the number of shop visits increased significantly.

By focusing on categories such as barbecues and walking boots, turnover was spread more evenly throughout the year. Barbecues grew by more than 120%, whilst walking boots increased by 55%, particularly outside the camping season.
Our strategic choice for an omnichannel approach not only boosted the figures but also strengthened the brand. The physical shop attracted significantly more visitors. Furthermore, the improved customer experience and data-driven communication caught the attention of premium brands, which are now actively approaching Kampeerhal Roden to become part of the product range.
The travel pass, combined with personalised communication, was clearly a success. Customer loyalty increased noticeably: more customers made repeat purchases and the group of loyal buyers grew significantly. The combined use of online and offline channels also increased considerably. The result: a stronger brand, higher customer value and sustainable growth.

In a market that is constantly evolving, with changing consumer expectations and increasing competition, one principle remains: successful marketing starts with truly knowing your target audience. That is and remains the foundation upon which sustainable growth is built.

Kampeerhal Roden

Harmjan, owner

“Tomorrowmen assists us in making well-considered strategic decisions and translating them into a realistic roadmap.”

“In recent years, we have experienced significant growth in our physical store, online shop, and various marketplaces.”

How can we help you?

Rethinking? That’s what we do best. Because “can’t” isn’t in our vocabulary. There’s always a smart way to improve, and finding it is what motivates us every single day! Want to get better together? Great, get in touch!