For Stampen, transition to mobile is about revenue, customer relations

By Helena Björk

News media’s transformation to mobile and social channels is exploding and will, to a larger extent, position mobile as the heart of consumer relations.

In fact, the Stampen local newspapers Hallandsposten and Hallands Nyheter of Sweden have based all their customer interaction, such as single sign-on and administration, on Tulo. Tulo is the mobile platform developed by Stampen that helps Stampen learn more about its readers, in addition to other functions.

In Sweden, the reach of local newspapers is still very high, and therefore digital subscriptions are important. So, in February, Hallandsposten and Hallands Nyheter introduced a paywall and digital subscription offer. They are among the first newspapers in Sweden to charge for digital content.

The result from the first few weeks has exceeded all expectations.

In one week, 25% of our subscribers activated their digital account. In just a few days, we sold 2,500 trial packages – both large numbers for a relatively small newspaper like Hallands Nyheter.

The changes we have made have been very well received, says Marie Erlandsson, private marketing at Hallands Nyheter and Hallandsposten.

But it’s not only about getting paid for digital content. It’s actually about adapting to modern life.

In the scattered mobile life of today, readers have gradually been abandoning the paper product. And, consequently, so have the advertisers. The loss of revenue therefore is twice as painful.

The engine these two local newspapers, as well as one of the largest daily newspapers in Sweden, Stampen-owned Göteborgs-Posten, employ to manage sales and customers is the multi-module, mobile platform Tulo.

Through Tulo, we can package and price products, collect user data, verify users, get statistics, and handle transactions. This module is similar to a regular online shop, but customised for newspapers.

It’s easy and intuitive to administrate and use, yet flexible when it comes to pricing and packaging products. One-click shopping is possible thanks to single sign-on. There’s also a mobile loyalty card for the subscribers, which presents personalised offers.

The information collected in the CRM and statistics databases provides all we need to engage in successful business.

Through Tulo we collect and gather customer information in one place – enabling us to sell more services and products, and making it easier to capitalise on more relevant segments for advertisers in the next step, says Jan Laurén, product manager at Tulo. 

In short, this specific module within Tulo contains:

  • Packaging of paper journal and digital services.

  • Purchase flow for buying products and payment.

  • Integrations to subscription systems.

  • A single sign-on to all services.

  • Account information for the customer.

  • An administration tool for customer service.

  • CRM to enhance customer relations.

  • Statistics for follow up and improvement.

Tulo helps us truly get to know our readers, communicate on a more personal level, and target offers to maintain loyal, paying customers in this mobile era.

About Helena Björk

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