Berden mode

A more targeted customer approach

Today, and in the future, Berden is focused on creating family happiness. What began modestly in 1902 in Blerick has now grown into a chain of fashion and home stores, as well as department stores across the country. In 2003, the webshop became a reality. Selling through various channels required an omnichannel customer profile. With tritonX, Berden gained more insight into customer data, allowing them to make significant strides.

Challenges

With the launch of the webshop, one of the challenges was integrating online customers and registered customers from the physical stores. Berden also encountered difficulties in understanding their customers well enough. “What do customers buy, what are their interests?” These were questions we didn’t have answers to. “We were sending newsletters in bulk to the entire customer database without a personalized approach,” says Niels Schouten, E-commerce Manager Fashion & Home. The results of email marketing were not clear, and were only visible for online customers. This made it difficult to assess the contribution of email marketing. The collaboration with TritonX provided us with an appropriate solution to these challenges.

Omnichannel customer profile & interests

“Previously, customers had a customer number in-store and a different one in the webshop, resulting in duplicate customer profiles and causing confusion for the customer.” With the omnichannel customer profile in tritonX, customers now have a single account where all transactions, loyalty points, and more are recorded, both online and offline. In addition to the webshop and physical stores, Berden is now also active with a loyalty app via BViva, which is also integrated with tritonX.

The profile also allows for storing customer interests, such as preferred store and favorite brands, enabling Berden to get to know the customer better.

Furthermore, tritonX is integrated with Divide’s DSA, allowing store staff to easily search for customer profiles in the database on the web kiosk and place an order for the customer, which can then be paid at the checkout.

Segmentation and results

“Through segmentation based on purchase history and style group, we target customers more precisely. As a result, we’ve seen a significant increase in the conversion rate of our newsletters, and customers receive relevant information.” With each campaign, tritonX tracks the results of both online and offline purchases, so Berden now has visibility into the offline results of a newsletter.

Further developments

Berden has continued to develop in collaboration with tritonX and has successfully launched a loyalty program. All members earn points with every purchase, which are converted into discount vouchers twice a year. Members enjoy additional privileges, such as receiving a birthday gift, access to member-only promotions, and a longer return period. If you’re not yet a member and sign up, you’ll immediately receive a 10% welcome discount that can be used both online and offline.

In addition, Berden has started using the customer service tool Belco, which is also integrated with tritonX. Whether customers contact Berden via email, chat, or phone, Berden can immediately identify the customer profile and purchase history. This allows for a more personalized approach, as customers don’t have to provide their name, email, or order number before receiving assistance.

Results and future

Since integrating with tritonX, Berden has made significant progress in customer data, segmentation, and loyalty. They now have better insight into customer purchasing behavior and interests, allowing them to target customers more effectively. In the future, Berden will continue to evolve and develop.