Mailings along the customer journey
As an omnichannel provider, Deichmann wants to offer its customers a seamless brand experience across all channels. Maintaining a consistent image 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 that provide the email marketing solution with different data are used for active email marketing in a number of countries.
All product information should be delivered to the target group as standardised and up-to-date – not to mention automatically included in the newsletter where possible. Depending on their requirements and purchasing behaviour, the customer can receive customised vouchers and coupons that are easily integrated in the mailings. A global blacklist must comprehensively document and synchronise all unsubscriptions, and thus ensure a high degree of legal certainty.
In order to fulfil all these requirements, the email marketing solution Inxmail Professional has to fit in flexibly with the existing system landscape.
Customer retention across all channels
At Deichmann, email marketing constitutes the interface between online and offline channels. Mailings sent as part of the customer loyalty programme address the customer in line with their requirements and purchasing behaviour – for example, with exclusive offers in the newsletter, personalised follow-up campaigns and previews of new collections. Recipients can either redeem customised vouchers and coupons in bricks-and-mortar stores or in the online shop while also using their loyalty card.
The mailing template design is oriented towards individual countries and brands, ensuring a consistent brand image and high brand recognition among recipients. The product information sent to customers is always up-to-date and consistent across all channels. A content app developed specially for Deichmann manages it in the background.
If a recipient unsubscribes, they will no longer receive mailings and newsletters in future. This applies internationally and across all brands.
Benefits at a glance
- Flexible integration of the Inxmail Professional email marketing solution into the existing system landscape
- Automated processes between the different participating systems reduces the workload involved in creating personalised mailings and newsletters
- Email marketing connects online and offline channels and wins over customers at all customer touchpoints based on their needs
- Increase in customer loyalty and shop sales
- Uniform image across all countries and regions and within individual markets to strengthen the recognition effect and brand value
- Global blacklist ensures utmost legal certainty
DEICHMANN SE, based in Essen, Germany, was founded in 1913. It is a one-hundred percent family-operated company and is currently managed by the third generation of its founding family.
DEICHMANN is Europe’s leading shoe retailer. From sporty, to casual, right through to sophisticated – customers will always find the right style for the whole family at a reasonable price at DEICHMANN.
The DEICHMANN Group is currently represented in 27 countries and sells over 178 million pairs of shoes per year in over 4,000 bricks-and-mortar stores and on 40 online shops. The Group employs over 40,000 employees across the globe – 16,000 of whom are based in Germany.
You can find more information on the solutions used by Deichmann here.