Customer Engagement
Together with valantic, Wortmann tailored the perfect strategy for the Tamaris brand through the integration of a Customer Data Platform (CDP), enabling a 360-degree customer view, optimized segmentation, and enhanced customer engagement.
The company
Wortmann Schuh-Holding KG, founded in 1967 and headquartered in Detmold, specializes in the production and distribution of shoes. For over 50 years, Wortmann has been a global leader in young, fashionable footwear. With courage, intellect, and entrepreneurial skill, the Wortmann Group has achieved continuous growth. The company is one of Europe’s leading shoe manufacturers and retailers. Renowned brands under the Wortmann umbrella include Tamaris, Marco Tozzi, Caprice, s.Oliver Shoes, Jana, and Novi Footwear.
The challenge
Achieving long-term loyalty from one-time buyers through a targeted and effective segmentation strategy.
Consulting approach
valantic supported the implementation and laid the foundation for Wortmann to independently tackle complex topics and continuously optimize processes.
Customer benefits and solution
The rapid onboarding and training enabled Wortmann to efficiently utilize the increasing amount of data, allowing better analysis of customer behavior and proactive identification of churn points.
Focusing more heavily on online sales posed a strategic challenge. For the Tamaris brand, it quickly became apparent that while the implementation of a digital sales strategy was fundamentally successful, there was room for improvement in customer retention and reactivation.
Another issue was the complex system architecture, as data was not consolidated into a single system.
To address these challenges, valantic visualized the entire customer journey across all phases and touchpoints for Wortmann, deriving targeted measures to create a positive uplift. For each defined use case, minimal, medium, and maximum uplift forecasts were calculated. Based on the defined use cases, the current and target architectures were designed, and the necessary data was identified. The Customer Data Platform Bloomreach now automatically receives new customer information and data, enabling automated marketing actions and campaign distribution.
To foster the team’s independence during implementation, in-depth technical training sessions were conducted. These sessions aimed to empower the team to independently configure and optimize the new tools and systems, enhancing expertise in managing the CDP and related processes.
Technical evaluation
Marketing automation
Customer Data Platform (CDP)
Customer journey mapping
Definition of goals and KPIs
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By implementing a comprehensive Customer Data Platform (CDP), Wortmann established a central solution for consolidating all relevant customer data for the Tamaris brand, enabling a 360-degree view of the customer. Bloomreach is used as the central segmentation tool, accessing data in real time to drive targeted marketing campaigns and improve customer communications.
An AI-powered recommendation engine enabled Wortmann to offer customers personalised product recommendations based on their purchase history.
Within 12 months, various customised use cases were implemented in 13 countries, contributing significantly to the success of the project.
