Destination XL boosts shopper identification and personalisation efforts with Bluecore tech

Destination XL Group has announced an expanded partnership with Bluecore, a shopper identification and customer movement technology specialist.

The men’s apparel retailer selected the company as its single technology partner for identification, audience building and segmentation and campaign management.

By consolidating multiple marketing technologies and capabilities onto Bluecore, it says it will deliver a greater level of personalisation to shoppers at scale and meet customers exactly where they are, with the brands, styles and products they want to shop and purchase.

DXL operates nearly 300 DXL Big + Tall retail and outlet stores and Casual Male XL retail and outlet stores across the United States, as well as its e-commerce website and mobile app. It will now connect shoppers’ online and offline experiences to increase shopper and customer identification, drive first time and repeat conversion and reactive lapsed buyers.

“As an omnichannel retailer, it’s critical that we understand what every customer needs to support their shopping and buying journeys and it's now through Bluecore that we have a single, holistic view into our customers’ individual preferences and shopping behaviors,” says Jim Reath, Chief Marketing Officer at DXL.

“Our digital marketing through Bluecore is bringing our offline and online channels together to create a seamless personalised shopper experience in partnership with our Digital and Technology teams. Beyond the technology itself, it has proven to be a strategic partner who is always looking out for our business and acts as an extension of our marketing team.”

DXL can identify anonymous shoppers and known customers who are not logged into the brand's website and respond to shopper and customer signals through automated, personalised messaging on its site, app, in-store and other touchpoints.

The aforementioned platform enables it to create specific activations at the product SKU level, clothing size and other product data attributes so that the retailer can speak directly to their range of different shoppers. It does this through its approach to combining customer and product data and expansive set of retail specific AI models. 

“DXL is highly attuned to its customers' shopping needs and has long led a customer first strategy, understanding that focusing on customers, rather than channels, which is what will ultimately drive growth,” says Jason Grunberg, CMO at Bluecore. “By bringing together the capabilities of multiple marketing technologies onto Bluecore, DXL can accelerate revenue generation while protecting margin without over delivering communications to customers.” 

2024 RTIH INNOVATION AWARDS

Omnichannel retail was a key focus area at the sixth edition of the RTIH Innovation Awards.

The awards celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering.