KEOZ GmbH

Description

With around 160 stores and more than 600 employees, tredy Fashion GmbH is one of Germany's largest brick-and-mortar fashion chains. In order to meet the target group's increasing demand for digital and online touchpoints, tredy equips stores with digital signage displays, operates an online store, a smartphone app and is active on social media. This omnichannel strategy created an increasing need at tredy for more transparency and insights in the sales process in order to derive potential for personalized digital marketing measures.

By intensively examining the tredy sales channels, especially at a technological level, we were able to quickly identify potential for improvement and achieve measurable success by further developing the online store (front and back end), interlinking IT systems through interfaces and introducing data-based, automated marketing tools.

Challenge

Accelerated by the significant increase in demand in the e-commerce sector at the start of the coronavirus pandemic in 2021, tredy Fashion GmbH was confronted with several challenges at once: The technical infrastructure of the digital sales channels, such as the tredy online store, had to be expanded to take account of the new market conditions. Among other things, this included the holistic optimization of the customer experience - from the individual steps of the sales funnel to UX design and the automation of sales processes. At the same time, the fashion brand's database was to be expanded for the targeted playout of digital marketing measures by integrating tracking processes.

Solution

On the basis of a customer workshop and an as-is assessment, we seamlessly integrated the tredy online store into a modern technical setup across all connected systems and thus established a secure deployment route (CD/CI). By introducing robust test routines, we laid the foundations for the continuous further development of the store. In addition, we optimized the connected systems and updated the existing digital signage solutions in the retail stores. Building on this updated system landscape, we implemented measurement mechanisms across all channels and measures to quantify successes and uncover opportunities for improvement. From this, we derived channel-specific digital marketing measures along the customer journey and automated processes to guide tredy customers through the online sales funnel until they complete their purchase. The customer's shopping journey was also streamlined through improved product presentation, optimized ordering processes and better store management. We supplemented the existing tredy marketing activities with new channels such as paid search, improved newsletter mechanics and preparation and push notifications for end customers.