The shoe specialist RENO with headquarters in Osnabrück has stood for certified quality at attractive prices for almost 40 years. As a subsidiary of HR Group GmbH & Co. KG, the company, once founded as a classic mail order business, realigned its strategy in 2005 and now has 500 retail branches, 1800 sales outlets and about 4500 employees throughout Europe. Whether it is stationary retail or the online shop – customers can find a wide range of stylish shoes for the entire family and a variety of top brands at RENO.
Customer focus and thus an individual, targeted approach is also a top priority for RENO. Successful personalisation requires one thing in particular: well-maintained data. It allows you to reach customers along the entire customer journey and across all touchpoints – and especially to retain them.
RENO had met the system requirements for overcoming all these challenges before the project started. There were vast amounts of data, Salesforce Marketing Cloud and Salesforce Service Cloud were in use, and first steps in terms of personalisation were taken in the form of e-mail marketing campaigns.
RENO was looking to use all the data as well as the technological solutions even more effectively in order to address (potential) customers in an even more targeted manner via optimised marketing campaigns. In design thinking workshops, dotSource and RENO jointly developed a roadmap to meet these requirements.
- segmenting customer data
- creating customer journeys
- integrating reporting and
- creating dashboards
RENO can work more effectively with the data that is already available and use it for a targeted customer approach.
Moreover, dotSource supported RENO’s employees in interactive hands-on sessions so that they could better understand and use the features and possibilities of Salesforce’s cloud solutions. This way, the project team created the prerequisites for more efficiency in daily business and for the big picture: the successful personalisation.
Via Salesforce Marketing Cloud, for example, a reactivation campaign now ensures that customers are retained or won back with dynamic content – e.g. in the form of individual voucher codes. Both the codes and the e-mail are personalised and stored for each contact. Thanks to the system optimisation, RENO can now integrate customer focus into all its corporate processes.