{"id":5569,"date":"2025-11-03T11:14:00","date_gmt":"2025-11-03T10:14:00","guid":{"rendered":"https:\/\/heyloyalty.com\/runners-black-week-email-strategy-increase-sales-without-compromising-the-brand\/"},"modified":"2026-02-24T14:56:53","modified_gmt":"2026-02-24T13:56:53","slug":"loberens-black-week-email-strategy-increase-sales-without-compromising-the-brand","status":"publish","type":"post","link":"https:\/\/heyloyalty.com\/en\/loberens-black-week-email-strategy-increase-sales-without-compromising-the-brand\/","title":{"rendered":"L\u00f8beren’s Black Week email strategy: Increasing sales without compromising the brand"},"content":{"rendered":"\t\t
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About L\u00f8beren<\/strong><\/p>

L\u00f8beren <\/a>is a Danish retail chain and webshop specializing in high-quality running gear. In addition to their online store, L\u00f8beren operates physical stores in seven cities across Denmark.<\/p>

The company is known for its personal and professional guidance. Customers can, for example, receive a free running test in-store to ensure they choose the right equipment.
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In this case, we spoke with Andreas Nielsen, Marketing Manager at L\u00f8beren, about their
email marketing strategy during Black Week 2024 and their broader use of
Heyloyalty as a platform.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Running both an ecommerce store and physical retail locations requires a structured and effective marketing engine to stay connected with customers. Email plays a central role in L\u00f8beren\u2019s work \u2014 not just to drive sales, but to tell product stories, share expertise, and stay top of mind among both experienced and new runners.
<\/span><\/p>

With Heyloyalty, they have a platform that allows them to act quickly, maintain consistency across channels, and connect their online and offline presence.<\/span><\/p><\/div><\/div>

Creating Value \u2014 Not Just Discounts \u2014 During Black Week<\/h2>

At L\u00f8beren, there is a clear principle: inspiration and guidance come before price competition.\u00a0<\/span>Black Friday can therefore present a dilemma. Sales naturally increase during Black
Week, but the company is careful not to dilute its brand with excessive discounting.<\/span><\/p>

L\u00f8beren does not compete on low prices. Their positioning is built on quality, expertise, and the personal in-store experience.<\/p><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\tAndreas Nielsen\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t
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Marketing Manager, L\u00f8beren<\/p>\n

\"We don\u2019t build our business on selling cheap products, so Black Friday doesn\u2019t naturally align with our brand. We would much rather promote running as a sport and a community. But we follow the market \u2014 and we do sell a significant volume during this period.\"<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t

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During Black Friday 2024, L\u00f8beren used the period strategically \u2014 not only to drive revenue, but to strengthen customer relationships and protect their brand identity – even in a period where many other companies focus solely on price.<\/p>

Instead of just communicating discounts and offers, it was also important for L\u00f8beren to be able to tell stories about the products, inspire customers to run during the winter months and guide them to the right equipment. And the most effective way to do that is when they are face-to-face with customers. A clear objective was to drive traffic to physical stores.<\/p>

For L\u00f8beren, the value of personal service often exceeds that of a quick online transaction. In-store interactions increase average order value while strengthening long-term customer relationships.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\tAndreas Nielsen\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t
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Marketing Manager, L\u00f8beren<\/p>\n

\"We prefer to bring customers into our stores. That\u2019s where we can provide the right guidance, ensuring they leave with products that truly fit their needs. Alongside promoting offers, we used Black Friday emails to communicate our professional in-store expertise.\"<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Strategic email planning before, during and after Black Week<\/h3>\n

L\u00f8beren’s email activity during Black Week was carefully structured.<\/span><\/p>\n

Already in early November, L\u00f8beren began warming up their audience. The first email introduced the year\u2019s Black Friday concept and offered a preview of upcoming deals. As the month progressed, communication gradually intensified<\/span>.<\/span><\/p>\n

Selected products were promoted through advertising campaigns to drive new newsletter sign-ups. Subscribers were granted early access to Black Friday offers \u2014 a pre-sale initiative that proved highly effective. It generated a strong influx of new subscribers and drove revenue even before Black Friday officially began. <\/span><\/p>\n

At the same time, L\u00f8beren applied a clear omnichannel approach. Visual identity and messaging were aligned across email, social media, and webshop to ensure consistent and recognizable communication throughout a highly competitive period.<\/span><\/p>\n

As Black Week approached, email frequency increased gradually, with clear objectives: build anticipation, drive traffic, and sustain engagement. <\/span>Some emails encouraged customers to visit their nearest store. Others highlighted specific offers or promoted booking a free running test \u2014 one of L\u00f8beren\u2019s core services.<\/span><\/p>\n

The communication balanced inspiration and action. Messages such as \u201cFind your
nearest store<\/i>\u201d and \u201cBook a running test<\/i>\u201d were combined with product-focused calls to action across different price points. The week concluded with a classic \u201clast chance<\/i>\u201d email, clearly signaling the campaign\u2019s end.<\/span><\/p>\n

This structured flow ensured steady, purposeful communication throughout the week \u2014
without overwhelming subscribers. Each message had a defined role within the overall strategy.<\/span><\/p>\n

The results were clear. Despite increasing email volume, open rates remained consistently high \u2014 even during a period when inboxes were saturated with competing offers.<\/b><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t

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L\u00f8beren\u2019s Ongoing Email Work in Heyloyalty
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Efficient setup, strong branding and fast execution<\/b><\/p>

L\u00f8beren\u2019s marketing team works in Heyloyalty several times per week. The platform supports newsletters, product launches, campaigns, and automated flows.
<\/span>Speed and brand consistency are essential. With predefined templates, the team can quickly produce emails that maintain a consistent visual identity \u2014 whether communicating new products, seasonal changes, or local store events.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\tAndreas Nielsen\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t
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Marketing Manager, L\u00f8beren<\/p>\n

\"My impression of Heyloyalty is that the platform is intuitive and easy to navigate in. The templates and designs we\u2019ve built together make it straightforward to produce consistent emails in our brand tone, regardless of the message.\"<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t

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For L\u00f8beren, email marketing is not only about driving transactions. It is equally about sharing knowledge and building trust. They explain product features, provide seasonal guidance, and help customers choose the right equipment.<\/span><\/p>

This expert-driven communication strengthens loyalty and shows a clear correlation: when communication increases \u2014 thoughtfully \u2014 both engagement and sales increase.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\tAndreas Nielsen\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t
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Marketing Manager, L\u00f8beren<\/p>\n

\"The more we communicate, the more people see it \u2014 and the more they buy. There\u2019s a direct connection, as long as it\u2019s done in balance.\"<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t

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The integration between webshop and email is another key advantage. With product feeds, items can be inserted directly into newsletters, linking customers straight to relevant product pages. This makes execution faster and more efficient \u2014 especially during busy periods<\/span>.<\/span>
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Close collaboration and future focus<\/h3>

Beyond the platform itself, collaboration plays an important role. L\u00f8beren works with a dedicated Heyloyalty consultant who provides strategic sparring and campaign development support.<\/span><\/p>

Looking ahead, segmentation and personalized communication are priorities. The team plans to leverage data such as gender, location, and interests more systematically.<\/span><\/p>

They have already begun collecting this data through a welcome flow, where new subscribers are asked about preferences such as favorite store and product interests. These insights will form the foundation for more targeted campaigns in the future<\/span>.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\tAndreas Nielsen\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t
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Marketing Manager, L\u00f8beren<\/p>\n

\"We chose Heyloyalty because we wanted a Danish partner who meets all regulatory requirements around online marketing. The decision was also based on recommendations from close partners \u2014 and on our ambition to strengthen our loyalty work. We saw Heyloyalty as a partner offering the complete package.\"<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t

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A strong foundation for future growth<\/h4>

For L\u00f8beren, working with Heyloyalty ultimately comes down to flexibility, efficiency, and quality.<\/span><\/p>

The platform enables the team to produce professional emails quickly, adapt campaigns when needed, and maintain a strong brand identity \u2014 without unnecessary technical complexity<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\tAndreas Nielsen\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t
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Marketing Manager, L\u00f8beren<\/p>\n

\"A mix of all of the above has made our work with email marketing efficient, smooth, and visually strong \u2014 and we\u2019ve seen very positive results. It has also made it easy to produce emails that align precisely with our brand identity.\"<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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This case demonstrates how email marketing can function as a strategic tool \u2014 not merely to drive short-term sales, but to create consistency, strengthen brand positioning, and maintain customer relationships, even during highly promotional periods like Black Week.

With Heyloyalty, L\u00f8beren has found a solution that enables fast, structured, and high-quality communication \u2014 whether the goal is online revenue or increased in-store traffic.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t

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Interested in exploring your opportunities with Heyloyalty?<\/h4>

Book a free, no-obligation online introduction and learn how structured, loyalty-driven email marketing can support your business.<\/span><\/span><\/h4>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tGet access<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

About L\u00f8beren L\u00f8beren is a Danish retail chain and webshop specializing in high-quality running gear. In addition to their online […]<\/p>\n","protected":false},"author":6,"featured_media":5570,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[53],"tags":[54],"class_list":["post-5569","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cases","tag-email-marketing"],"yoast_head":"\nL\u00f8beren's Black Week email strategy - Heyloyalty<\/title>\n<meta name=\"description\" content=\"Dive into the L\u00f8beren's Black Week email strategy from 2024. 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