Chapter 3, page 229
Engage the customer

Small birds play an important role in maintaining biodiversity, but as cities become more dense, their natural nesting spots are disappearing. The local hardware store Bygg-Ole wanted to take responsibility for this issue – and saw birdhouse building as a perfect project to involve customers. Anyone can build a birdhouse – and in the process, spark an interest in home improvement and DIY. To give the birds a voice of their own, the company installed custom birdhouses equipped with cameras, motion sensors, and internet connectivity. Every time a bird entered or left the house, an automatic update was sent via Twitter – a social media platform at the time aptly named after the sound of birds. The initiative solved two things at once: it helped reduce the housing shortage for small birds and increased customer engagement and sales of building materials. The initiative reflects Bygg-Ole’s commitment to being an active player in local community development, something they highlight through their communication concept: “Between Neighbors”.