Berden: from duplicate customer numbers to one omnichannel profile
What Berden started modestly in 1902 in Blerick has grown into a national chain of fashion and home stores and department stores. Since the webshop became a reality in 2003, selling through multiple channels required one omnichannel customer profile. With tritonX, Berden gained control over customer data, segmentation and loyalty.
Founded in Blerick
Webshop launch, omnichannel begins
Welcome discount for new members
The case
One customer, one profile, online and offline.
Berden brought store and webshop customers together in one profile in tritonX, with targeted segmentation, a loyalty programme and integrated customer service.
01 · Challenge
Not knowing customers well enough, and sending bulk emails.
With the arrival of the webshop, one of the challenges was to integrate online customers and registered shop customers. Berden did not know the customer well enough: what do they buy, what interests do they have? Moreover, the results of email marketing were only visible for online customers, making it difficult to assess their contribution.
"What do customers buy, what interests do they have? Questions we had no answer to. We sent newsletters in bulk to our entire customer base, without any personal approach."
Niels Schouten · E-commerce Manager Fashion & Home, Berden
02 · OMNICHANNEL CUSTOMER PROFILE
One account for all transactions and preferences.
"Previously, customers had a customer number in the shop and a different customer number in the webshop, which created duplicate customer profiles and caused confusion for the customer."
Niels Schouten · Berden
With the omnichannel customer profile in tritonX, the customer now has one account where all transactions, loyalty points and more are registered, both online and offline. In addition to the webshop and shops, Berden is also active with a loyalty app via BViva, which is also linked to tritonX. Interests can also be stored in the profile, such as favourite shop and brands. And through the link with the DSA from Divide, shop staff can easily look up customer profiles on the web kiosk to place an order that is charged at the till.
03 · SEGMENTATION AND RESULTS
Targeted approach, also measure offline results.
With each campaign, Berden measures in tritonX the hits of both online and offline purchases. This now also makes the offline result of a newsletter visible.
"Through segmentation based on, for example, purchase history and style group, we approach customers very specifically. This means we see newsletter conversion increase significantly and customers receive relevant information."
Niels Schouten · Berden
04 · FURTHER DEVELOPMENTS
A loyalty programme and linked customer service.
Berden rolled out a successful loyalty programme with tritonX. Members earn points with every purchase, which are converted twice a year into a discount voucher. They enjoy more privileges: a birthday gift, member-only promotions and a longer return period. New members receive 10% welcome discount immediately, redeemable both online and offline.
In addition, Berden works with customer service tool Belco, which is also linked to tritonX. Whether a customer contacts via email, chat or telephone, Berden immediately sees the profile and purchase history. Customers receive more personalised help and do not have to state their name, email address or order number first.
05 · THE ECOSYSTEM
tritonX as the hub, partners as specialists around it.
ESP ACA XPRT | Till LIV' |
Email / ESP Copernica | E-commerce / DSA Divide |
Loyalty app BViva | Customer service Strix |
Would you also like one customer profile across all your channels?
Schedule a demo and see how you replace duplicate profiles with one omnichannel customer view, with targeted segmentation and linked customer service.