Jan - Dec 2020 results
€490,533
Generated Revenue
507
Products Sold
This campaign showcases how e-commerce as a monetization tool can help to foster reader engagement and loyalty. DN has seen that readers who engage with such loyalty programs have a significantly lower churn rate. Additionally, such initiatives elevate the value of the entire media offering. In this way, the shopping offer keeps existing readers loyal to the publication and also has the potential to attract new ones.
Dagens Nyheter, one of Sweden’s biggest print and online newspapers, implemented direct e-commerce into their monetization approach. To generate new media revenue and strengthen reader loyalty and engagement, DN offered an electric bicycle exclusively to their subscribers. The bike was branded with the DN logo and equipped with a custom-made bicycle bag.
Dagens Nyheter has sold 507 electric bikes so far, generating €490,533. Apart from the financial gains, this campaign brings several additional benefits. Brand awareness is raised thanks to the 750 bikes riding around Sweden with DN’s logo on them. And more importantly, the bikes are ridden by happy DN readers. Subscribers got a high-quality product tailored to their needs and interests and at a significantly reduced cost.