Keuken Kampioen

De Mandemakers Groep (or DMG) is a Dutch company active in the sale and installation of kitchens, bathrooms and furniture with various formulas across several countries. Keuken Kampioen (which translates as ‘Kitchen Champion’) is one of its larger outlets, with more than 50 branches in different countries.

Using B2B e-mail marketing expertise as a B2C ingredient


DMG asked us to help map out the buyer’s journey to convert leads into appointments in-store, at home or via video for Keuken Kampioen. Online was chosen because effectiveness via telephone marketing was getting less effective and increasingly expensive. Specifically, Referro were tasked with creating emails campaigns to generate leads using three marketing ‘seducers’: the budget planner (to draw up budget indications for a new kitchen), the 3D designer tool (to design your own kitchen in 3D) and requesting a magazine (an inspiration magazine with trends and imagery).


Referro used data from various DMG data sources to increase the success rate. Insights were collected with various tools to create the foundations – such as Portrait, BlueConic, Qlikview, Google Analytics and Facebook. Based on behaviour, our personalized campaign now sends information about the right kitchen themes at the right time. For example, once you have clicked on a country kitchen, you receive additional information about country kitchens, with detailed focus on this category. Each ‘seducer’ journey was mapped out and each enticement was given its own place in the process of converting leads to SQLs.


The results are included in a dashboard for Keuken Kampioen and optimizations are implemented on a monthly basis. Ultimately, results have more than doubled through the use of Referro’s e-mail campaign.

To measure the results of our efforts we’ve designed a dashboard in which all figures and AB-tests show up and can be monitored. Based on these insights:We helped our client with a raise of appointments from 15% to almost 38% and we still improves every month.

We’re full of tasty ideas

If you’re interested in adding emotion to your B2B marketing, or bringing B2B techniques to a retail or consumer challenge, call Monique for an initial chat.

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+31 (0)85 07 06 936