With the customer loyalty program Deichmann PLUS, Europe's largest shoe retailer in Austria optimally reaches its customers at various customer touchpoints, such as stores and the online shop. The program thrives on coordinated, cross-channel communication with customers and prospects. Email marketing plays an important role here as an interface between online and offline shopping. The email campaigns are based on the purchasing behavior of customers. This ensures that the content is highly relevant and creates long-lasting customer loyalty.
![[Translate to English:] Logo von Deichmann, bestehend aus einem weißen 'D' auf grünem Hintergrund.](/fileadmin/_processed_/1/0/csm_Logo-Deichmann-300dpi_52377feafe.jpg){kind=logo}
![[Translate to English:] Zwei Tablet-Bildschirme, die Deichmann-Newsletter anzeigen. Links ein Retro-Sneaker-Angebot, rechts ein Top-Deal-Angebot für reduzierte Preise.](/fileadmin/_processed_/8/d/csm_inxmail-referenzbild-case-study-deichmann_a9beb25b6e.png)
Mailings along the customer journey
As an omnichannel provider, Deichmann wants to offer its customers a seamless brand experience across all channels. A consistent look across all brands and countries is particularly important. As Europe's largest shoe retailer, Deichmann is represented in 27 countries and operates 40 online shops. Several systems are in use for active email marketing in a variety of countries, providing the email marketing solution with different data.
All product information should be delivered to the target group in a consistent and up-to-date manner and integrated into the newsletter as automatically as possible. Depending on their needs and purchasing behavior, customers receive personal vouchers and coupons that can be easily integrated into the mailings. A global blocklisting must comprehensively document and synchronize all unsubscriptions, thus ensuring a high level of legal security.
To meet all these requirements, the email marketing solution from Inxmail must be flexibly integrated into the existing system landscape.
Customer loyalty across all channels
At Deichmann, email marketing forms the interface between the online and offline channels. The mailings sent as part of the customer loyalty program are tailored to the customers' needs and purchasing behavior – for example, with exclusive offers in the newsletter, personal follow-up campaigns or sneak previews of new collections. The recipients can redeem the personal vouchers and coupons either in-store or in the online shop together with their bonus card.
The design of the mailing template is based on the respective countries and brands, ensuring a consistent look and recognition among recipients. The product information displayed is always up to date and consistent across all channels for customers. This is controlled in the background by a content app developed specifically for Deichmann.
If a recipient unsubscribes, they will no longer receive any mailings or newsletters in future – this applies across all countries and brands.
Multiple systems in use
From a technical perspective, Deichmann collects all customer and user data from the various systems in the internally developed CRM and campaign tool. The email marketing solution Inxmail Professional exchanges all relevant recipient and campaign data with the CRM system, the campaign management tool, the online shop, the web analysis tool and the product database. To achieve this, Inxmail Professional was connected to all the systems involved, thereby creating the right conditions for Deichmann's stringent omnichannel approach.
The recipient data for mailings is selected in the CRM and transferred to Inxmail Professional. The mailings are sent from there, after which important recipient data (e.g. unsubscribes, bounces and click behavior) is sent back to the CRM system.
The centerpiece is the Content App, which is populated with prices, texts, images and other product details from the product database and prepares the data for the mailing template accordingly. In the template itself, the editor simply enters the item number and, depending on the display in the newsletter or the country, the necessary information is automatically pulled from the app. This means that the editor can create the newsletter with content from the product database in just a few clicks and in no time at all. With the voucher add-on, personal coupons are automatically generated in Inxmail and integrated into the mailings.
The use of the cross-country and cross-brand mailing template results in a consistent look and feel with high recognition across all channels.
Creating relevant offers in mailings increases customer loyalty
The alignment of email marketing with the customer journey and the omnichannel concept is paying off for Deichmann. In 2018, the group once again recorded significant growth rates for its online shops.
Automated processes between the various systems involved reduce Deichmann's workload and ensure that the right content reaches the customer at the right time. The mailings along the customer journey create highly relevant content and long-lasting customer loyalty.
Within a short period of time, editors can create the newsletter with content from the product database and be sure that the product information is always up-to-date and displayed consistently to the recipient.
DEICHMANN SE, based in Essen, was founded in 1913 and is still 100% owned by the founding family, now in its third generation.
The company is the market leader in the European shoe retail industry. From sporty to casual to elegant, DEICHMANN customers are guaranteed to find the right shoes for every style and for the whole family – and at affordable prices.
The DEICHMANN Group is represented in 27 countries worldwide and sells over 178 million pairs of shoes a year in over 4,000 stores and 40 online shops. The group employs over 40,000 people internationally, over 16,000 of whom work in Germany.
More information about the solutions used by Deichmann can be found here.