Analyzing the collected data efficiently and using it strategically for targeted customer communication – this describes the passion of our long-standing partner DYMATRIX. Working with the underwear manufacturer SCHIESSER, they were able to fulfill this passion. The benefit is an all-round view of customers and prospects across all touchpoints. Targeted campaigns and marketing automation constantly feed the customer data platform with new data and refine the customer experience.
DYMATRIX is one of Germany's leading providers of CRM solutions for customer analytics, marketing automation and business intelligence.
The company's focus is on building and expanding customer knowledge as a basis for successful corporate management and efficient marketing. The software solutions are based on DYMATRIX's many years of experience in a wide range of industries. With these solutions and services, companies can address their customers/prospects with individualized offers across channels. This enables them to provide appropriate and relevant messages and offers at the right time, and thus also in real time, across all inbound and outbound channels. The basis for this is the integrated web and customer analysis, which builds on past and present customer behavior.
Target group-specific campaigns instead of a scattergun approach to communication
Analyzing the customer's desires, needs, beliefs, values and buying behavior and thus getting to know them better – this is the basis for targeted and efficient marketing communication. This is only possible if a comprehensive database is available. At SCHIESSER AG, one of Germany's largest manufacturers of underwear and sleepwear, there was a large pool of data – unfortunately, however, it was well isolated in individual data silos, including the online store, the email marketing system, and the web analytics tool. Extracting strategic information from all of this valuable data was one of the biggest challenges for SCHIESSER.
In the future, SCHIESSER wants to address its customers more specifically to their target group and as automatically as possible via various campaigns and across all channels. The aim is to further enrich the data in this way in order to be able to communicate with customers even more individually along the touchpoints and the customer lifecycle. Internally, SCHIESSER wanted to reduce the manual workload in marketing and IT.
DYMATRIX specializes in such tasks. With its expertise in customer data platforms, customer analytics & prediction, marketing automation and comprehensive services, SCHIESSER chose DYMATRIX as an experienced partner to help them gain a comprehensive view of their customers across all channels.
From data mass to customer experience by defining target groups
In a first step, DYMATRIX implemented a customer data platform for SCHIESSER including the cleansing of duplicates. There, all relevant customer data was merged according to a best-practice data model in e-commerce. In the future, the data can be used strategically for campaigns and marketing automation with the DynaCampaign software.
To be able to determine the relevant target groups for SCHIESSER in detail and derive corresponding customer references, DYMATRIX carried out a Customer Insights analysis based on the available customer and transaction data. This analysis made it possible to optimize the existing Next-Best-Offer process. In addition, customer behavior and characteristics were examined more closely in order to obtain specific marketing measures and a comprehensive customer experience.
After this set-up phase, DYMATRIX provided support in campaign development (both technical and creative) and control. Concepts for marketing automation along the customer journey were developed and implemented, for example shopping cart abandonment triggers or birthday triggers. The focus here was particularly on the measures Next Best Offer and Next Best Product, which are automatically calculated and controlled for each customer.
The next steps for the collaboration can be derived from this well-founded basis. In the future, the branches are to be integrated into the overall concept and a qualified customer program is to be developed.
The technical solution, as software as a service (SaaS), is modular and can be expanded at any time to include new customer touchpoints and data sources. This is particularly important for SCHIESSER as soon as the branches are integrated into the communication concept. The common platform of all software tools and data involved forms the basis for the planning and development of the customer program. SCHIESSER is gradually achieving a 360° view of customers and prospects, as well as a continuous optimization of personalized offers along the customer journey.
Customer experience at the center of communication and sales
The marketing automation concepts have been successfully implemented and are resulting in time savings in SCHIESSER's daily work and thus more freedom for new campaign ideas. Using the Customer Data Platform has greatly reduced the complexity of online communication.
All existing customer and transaction data is qualitatively processed so that no potential is wasted in communication with customers and prospects. This also makes it possible to calculate various important key figures, such as the RFM score (recency, frequency, monetary value). The measures for top customers, such as special offers by post, are based on this value.
Ultimately, the time-consuming preparation of all available data pays off in the long term and in the direction of smart data. Target group-oriented campaigns and personalized next best offers boost sales and serve customers in the best possible way along their customer journey. The customer data platform is continuously fed with new response data and the customer experience can be mapped more and more accurately. This results in new, custom-fit campaigns and the cycle continues.
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