Merkle Austria supports STEFFL department store in its digital transformation

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The luxury department stores' gets a 360-degree view of customers through targeted communication and a loyalty programme and benefits from a strengthened customer relationship.    

Vienna, 31 May 2021 - Department shops are undergoing change, and not just since the Corona pandemic. In order to be competitive, it is no longer enough to meet high quality standards and provide access to a range of international premium and high-end brands. It is much more important to be close to the customers so that a department store can position itself in a sustainably relevant way.

Thanks to Merkle Austria a dentsu Company, the agency for customer experience management, STEFFL CLUB combines digitalisation with on-site shopping. By replacing and implementing a new CRM system and increasing targeted and orchestrated communication via channels such as POS, website, app, email, etc. with STEFFL The Club members, an increase in customer loyalty and affinity to the brand was ensured, resulting in strengthened customer relationships. The omnichannel strategy enables targeted communication with the club members, so that the individually suitable product or the required service can always be offered at the ideal moment of the respective customer experience.

In order to make this possible, the Sales (CRM tool) and Marketing Cloud from Salesforce were set up in the first phase and connected to the POS, the website and the app. The CRM is the single point of truth and thus the prerequisite for marketing automation, where the STEFFL CLUB data is stored. Tablets were installed in the STEFFL Store itself to guarantee easy digital registration in the club with many attractive benefits. 

The result is a 360° view of the customer and agile development of data-driven brand experiences. In this way, communication can be much more valuable based on the exact consumer interest and the watering can principle in communication can be dispensed with. At the same time, club members benefit from customised offers and goodies.

Nico Heinemann, STEFFL Managing Director on the cooperation: "We have acquired a lot of digital competence and know-how in the past months in the development of the new STEFFL APP and have created an authentic world of experience here. Nevertheless, we could observe how much the immediate shopping experience at STEFFL is missing. Especially our store in Vienna's city centre, with its flair and special atmosphere, thrives on visitors who enjoy a drink in the newly designed SKY Roofgarden after shopping. The truth is that it's always about the best individual relationship with our customers and we want to actively shape that - personally and digitally."

Christine Kainz, Senior Customer Success Manager Merkle Austria, is pleased: "... that we can also use our three core competences in combination for our customer STEFFL, namely creation, technology and consulting. In this way, we enable the basis for customer-centric communication, which in turn creates unique and individual brand experiences for the end customer."

Mathias Fanschek, Managing Director, Merkle Austria: "I am very pleased that we are able to support STEFFL in its digital transformation and create a truly unique state of the art customer experience. The fantastic, agile team of STEFFL and Merkle experts is a really good example of how projects can be implemented in a great way, even in Corona times."