Breuninger and DYMATRIX: a marketing automation success story. Experience how data-driven campaigns sustainably optimize customer communication.
Founded in 1881, Breuninger is now one of the most successful fashion and lifestyle companies in Germany. In addition to the online store, Breuninger sells its selected, exclusive goods in over 11 department stores with the help of 5,500 professionally trained employees. More than 1,000 major established brands as well as promising newcomer brands are represented in the extensive product range. The unique shopping experience at Breuninger is enhanced by a wide range of special services such as shuttle service, personal shopping, restaurants and in-house confectionery within the stores. A key customer loyalty tool is the BreuningerCard, which has been offering its customers exclusive benefits and selected specials for 60 years, making Breuninger one of the pioneers in card-based loyalty marketing.
Breuninger has been combining a future-oriented corporate culture with the traditional values of a family business for over 135 years.
Following the introduction of a central, analytical CRM database, Breuninger was faced with the challenge of making its marketing processes more efficient in order to provide its customers with an impressive and exclusive shopping experience at the relevant touchpoints in a simple way. The processes for segmenting promotional customer contacts were to be graphically visualized, automated and made more transparent for all responsible departments. Breuninger was aware of the need to further develop its marketing based on data in order to keep up with the times and remain at the forefront of the luxury segment in the fashion industry. After an intensive decision-making process, the choice fell on the established marketing automation software DYMATRIX Marketing Automation, which fulfilled all of Breuninger's requirements.
Following the joint evaluation of all individual requirements, the DYMATRIX Marketing Automation solution was set up on the basis of Breuninger's existing internal database. Initially, the lettershop and e-mail channels were connected, as these form a central part of Breuninger's communication. In the next stage of the project, the integration of the Breuninger app will round off communication via data-driven push notifications.
Once the project has been successfully implemented, Breuninger will be able to run intelligent and customized campaigns thanks to extensive training of the internal campaign managers. In addition, DYMATRIX continues to provide operational campaign support as required.
By introducing DYMATRIX Marketing Automation, Breuninger benefits from a high degree of automation in its campaign management and uses its existing resources more efficiently as a result.
The transparency and clear traceability of all campaign steps within DYMATRIX Marketing Automation ensures the flow of information between the various internal work areas at all times and makes briefing and reporting easier. The successive integration of analytical models for campaign optimization is also flexible and simple.