Success Story: Afibel

Discover how Afibel boosts its customer engagement and retention rates thanks to a multichannel strategy deployed thanks to Actito.

Success Story: Afibel

1

The client Background

The client

Afibel is a french brand that has marked the history of inclusive ready-to-wear fashion. Since its launch in 1954, the brand has specialised in "larger size clothing" retail. Acquired by Damartex group in 2010, Afibel is now present in 8 countries with more than 150 stores.

The elegance of its designs, which are suitable and flattering for all body types, is the "inclusive fashion" brand's focal selling point.

Afibel has witnessed the birth of e-commerce and its ascendance to success as we know it today. Indeed, the brand rose to success in its debut thanks to "catalogue-based sales", which still to this day constitute an important lever of sales for Afibel. However, e-commerce represents an increasingly important growth engine for the brand. 15% of the turnover is now generated through this channel. Offering a significant return on investment, digital is now an integral part of Afibel's marketing strategy.

2

The context Background

The context

Afibel's DNA is structured around the genuine belief that "each femininity is unique". The diversity and uniqueness of Afibel's customer base transcend into the personalised relationship it nurtures with each one of its customers. Thus offering them an equally unique customer experience that not only is tailored to their particular needs, takes into account their consumer behavior and preferences but is also long-lasting.

The ability to provide such experiences is the competitive advantage the company is leveraging. Especially considering the ever-evolving highly digital sphere it has to operate within. On that account, the company has launched a tremendous digitalisation project in 2019, that is immensely reshaping the company's way of doing business by generating around 15% of turnover so far.

3

The challenges Background

The challenges

The major challenge for Afibel is certainly to be able to manage two distinct ordering methods: "by paper catalog" and "through the e-commerce platform".

However, this challenge is greatly amplified by the need to reach customers via the right channel. To do so, the brand must obtain and capitalise on the structured transactional behavioral data of its customers, whilst still taking into account the purchasing mode and the habits of its customers. As a result, a paramount opportunity is to be seized by Afibel today, especially considering its digitalisation project. Which is that of leveraging a multi-channel marketing strategy, capable of endorsing the digital transition that the brand is currently undergoing.

4

The solution Background

The solution

The choice of Actito for Afibel is part of a global call for tenders of the Damartex group. The group was looking for a robust marketing automation tool, capable of integrating personalization bricks and executing multi-channel campaigns for each of the group's companies.

The choice of Actito for the Damartex group and for Afibel in particular was made on the basis of several arguments. In particular, the major interest that the company has for behavioral triggers in order to interact with its customers at each step of their journey based on data related to their behavior and buying habits. On the other hand, Actito offers the possibility to graft several communication channels in a scalable way, in a single platform.

The success of Afibel's campaigns is based on smart scenarios and ultra-precise targeting generated from the relational data model.

5

The results Background

The results

With the testimony of Stéphane Brun, Digital Manager at Afibel, who talks about his company's experience with Actito during a dedicated Activation Talk. He shares the marketing strategy of the company and the different actions successfully carried out by his team (with impressive figures!).

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