Van Westen mannen is the largest men’s fashion store in Zeeland, and has been around for over 100 years. In the summer of 2015, the store was completely renovated with a lot of atmosphere and experiences, a catering department, and also the web shop and store fully integrated. Van Westen mannen, however, is not only always looking for the “next step” when it comes to interior design and the store, but also in fashion software and e-commerce. This can be seen in the many technical innovation such as the loyalty app, web columns, with the complete collection of the brands from the Stockbase platform, and narrowcasting with instore videos. These solutions have now been operational for over 4 years but remain innovative.
The “next step”
The “next step” in fashion software and e-commerce created a need for a central database for all applications. “Before we worked with tritonX, we had a proliferation of all customer databases.” tritonX functions as a black box for all data and is accessible to all other systems, such as the web shop, cash register, email marketing, and the loyalty app. This makes the IT architecture of van Westen mannen completely ready for an omnichannel strategy and the next step in fashion software. “tritonX is the heart of our omnichannel strategy and this really works great!” said Johan van Westen.
In addition to its function as a databse for customer data in the omnichannel IT architecture, tritonX is also very important for marketing and loyalty. For example, a link between tritonX and Mailchimp ensures that the newsletter is always sent to the relevant customer segment. In the store, the cash register immediately sees which mailing the customer has received and the correct “personal pricing” or loyalty points are applied immediately. One of the newest technological highlights at van Westen mannen is the loyalty app.
Loyalty and the use of iBeacons
In 2015 there was a need to get on the customer’s phone. This resulted in the loyalty app created together with 2factors. Like all other applications at van Westen, the loyalty app is linked to tritonX for customer data. “The loyalty app is linked to iBeacon technology, which makes direct communication with the customer possible as soon as the customer comes within the range of one of the iBeacons,” Johan explains. “In addition to purchases, it is also possible to reward customers’ behavior with loyalty points.”
Upon entering the store, a loyalty app user is immediately registered by the iBeacon technology. For example, the customer will receive a welcome message and extra loyalty point if the loyalty app is installed. The iBeacons can also be used to push messages to the customer from specific places in the store via this app. Van Westen mannen has also devised a number of creative loyalty campaigns with the help of the iBeacons and loyalty app. The iBeacons were, for example, placed in another store where many van Westen customers also come, such as the optician. As a van Westen app user, the customer then received a message on the loyalty app. Through the use of the loyalty app and iBeacons technology, a very interactive and personal shopping experience is created for the customer.
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