Van den Assem is a family business with 21 shoe stores and a web shop. Van den Assem breathes shoes. They have a wide range of women’s, men’s, and children’s shoes, bags and accessories. Appreciation for craftsmanship, wearing comfort and high quality are central. In addition to purchasing the most beautiful shoes, personal service and customer-friendly are of paramount importance. The Van den Assem feeling therefore has everything to do with customer satisfaction. The employees are the most important thing, as the heart of the company. In short, Van den Assem is all about knowledge, tradition and passion and that is reflected in all aspects of this company.
Loyal customers and knowledge about shoes
Van den Assem therefore finds it very important to reward customers for loyalty and has therefore started a loyalty program two years ago. The loyalty program is also all about tradition and passion. Customers are rewarded for how often they come, but also for how much and what they buy. “We have many loyal customers who often come back and we wanted to do something special for this. There are also customers who save for a pair of high-quality shoes and therefore return less often, these customers also deserve special attention.”
In the new loyalty program, customers are divided into different status levels. The underlying idea is the more you visit Van den Assem and the more you buy shoes, the better you understand what quality is. When a customer registers, he is “manager of style” and also has direct access to a number of benefits such as invitations to regular customer evenings or placing pre-orders. Next comes the status of “ambassador of quality” when a customer has been a customer for several years and makes a purchase at least once a season. For example, these customers receive emails with extra benefits sent via tritonX. Customers who make a purchase more often per year are “director of craftmanship” or “president of luxury”. All this data and statuses are stored in tritonX so that targeted marketing expressions can be made for each group of customers within the loyalty program. Customers also receive a warning e-mail when they risk falling back to a previous status.
The loyalty app
As part of the loyalty program, Van den Assem also uses a loyalty app. Customers are not required to use the loyalty app, but through the app it is easier to stay informed through notifications and vouchers. The customer can log in to the app with the same credentials as on the web shop and thus has access to all information about the loyalty program such as his loyalty status and relevant coupons. “For example, when customers use the app, we can also see what their preferred store is and other interests.” All of this customer data is stored in tritonX as a Customer Data Platform (CDP). By collecting this data, Van den Assem can search well for the way in which the customer wants to be rewarded. Customers who often visit a certain store also receive an invitation to an event that takes place there. This way there is the best possible match with the interests of the customer.
In addition, there is a “swipe & like” function in the loyalty app. “We look at what customers have bought before and what they might like. Customers can then indicate their favorites via a heart or a cross. ” This information is synchronized with the customer’s account and so the” liked “shoes end up in their shoe cupboards. The customer can then purchase the shoes or a notification will be sent when they are on offer. Via tritonX this data is available everywhere, both in the loyalty app and on the website as well as for marketing. “You notice that people are more involved this way and also buy more. We see that the number of repeat purchases is increasing. “
Have you become enthusiastic and curious after reading about the experiences and applications at Van den Assem? Then contact us!
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