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Over het merk
Knaek
We’ve been working for the past 10 years on launching a student discount pass in every student city. It’s a card with two magnets that you can pull apart—inside, you'll find 25 local discounts. Students can use these discounts unlimited for an entire year. For example, they can get a second sub for free every day at Subway, or a second Big Mac or McChicken for free at McDonald’s.
We recruit discount partners ourselves, and businesses pay to participate. A large portion of our product is given away for free, while another portion is offered through a paid membership. Students can use our product for free in their first year, and after that, they pay €25 per academic year. In return, they get access to all discounts in the Netherlands and Belgium, including deals from 120 webshops we collaborate with.
Normally, we promote our product in the summer at around 180 locations, where we register students for memberships. Sometimes, we have a team of 10 at a single introduction fair, and we’re often at schools with teams of 3 or 4. In the winter, we focus on acquiring new discount partners.
Last year, we started offering memberships online, and that went very well. We’re glad we tested it then, because this year all our registrations have been done online.
De Uitdaging
To access the discounts, students need to download the app and create an account within the app. After that, they can choose to activate a membership—or skip this step, but then they’ll only be able to view the discounts, not use them.
We promote online app installs using our videos and student discounts. For students who download the app but don’t enter a Knaek ID or activate a membership, we try to convince them of the benefits. That’s why we wanted to build a flow specifically for this purpose.
Polaris set up an email flow in Klaviyo that targets all non-converted users with a series of emails over 7 or 8 consecutive days. These emails highlight local discounts, online offers, and conclude with a discount code to encourage users to activate a membership.
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Resultaten volgens onze klant
It resulted in new memberships, although fewer than the target we had set. Beyond the new sign-ups, Polaris also provided value by ensuring that students who registered but weren’t actively using their account now receive emails.
I would definitely recommend working with Polaris to companies that want to set up something in Klaviyo but don’t have the time or knowledge to do it themselves. In the future, I’d personally prefer to handle the content and design of the campaigns more myself, since we’re closer to the students and have a better sense of what resonates with them.
Additionally, our product is relatively complex when it comes to the data we want to track and act on. Companies like webshops using Shopify can link much more easily to Polaris’s tools. For us, almost everything has to be custom-built and adapted — things like APIs and implementing pixels — which takes a lot of time. I can imagine that if you have a simple webshop, you can move much faster with Polaris.
CONTACT
Contact Polaris Growth
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