Destination XL Group (DXL), a retailer of big and tall men's apparel and footwear, has broadened its collaboration with Bluecore to enhance personalisation, boost customer engagement and drive growth.
DXL is an integrated commerce speciality retail operating an extensive network of 300 retail and outlet stores under the DXL Big + Tall and Casual Male XL brands throughout the US.
Bluecore provides retail consumer identification and behaviour-tracking technology. It will serve as the exclusive technology collaborator for customer identification, audience building, campaign management and segmentation.
The partnership with Bluecore is intended to bridge the gap between online and in-store experiences to enhance customer identification processes and drive both new and repeat purchases while re-engaging past customers.
Bluecore's technology helps DXL recognise both anonymous online visitors and known customers who are not currently logged into the website.
This enables DXL to deliver automated, personalised communications across various channels including their website, mobile app, physical stores and other customer touchpoints.
The platform also empowers DXL to create targeted campaigns down to the product stock-keeping unit level by utilising Bluecore's unique method of merging customer data with product information through AI-driven retail models.
DXL chief marketing officer Jim Reath stated: “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 behaviours.
“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, Bluecore has proven to be a strategic partner who is always looking out for our business and acts as an extension of our marketing team.”
By integrating its marketing technologies with Bluecore, DXL aims to optimise personalisation on a larger scale, ensuring that customers receive content and product offerings designed to their preferences.
DXL had previously dispersed its marketing efforts across various platforms, handling aspects such as customer data management and campaign execution separately.
With Bluecore's unified platform, the company is now poised to gain enhanced insights into and forecasts of customer behaviour with greater precision.
This will facilitate the creation of more impactful marketing strategies, focused on critical performance metrics such as conversion rates, average order value and purchase frequency.
DXL also serves customers through its e-commerce site DXL.com and a dedicated app.
This development comes on the heels of Bluecore's acquisition of AI shopping assistant, Alby, which supports online interactions for retailers by enabling conversational e-commerce platforms to proactively address shopper queries about products.
