Success Story : Damart

The French company Damart, which was established in 1953 following the invention of its iconic Thermolactyl fibre, is a household name in France where people tell each other to slip on their Damart when it’s cold outside. The group, which originally had a presence in the French, Belgian, British and Swiss markets, is currently pursuing its international expansion, entering seven new markets: Japan and the USA, as well as Spain, Germany, Poland, Cypris, Lebanon, Italy and Australia. Damart, which is still in the hands of its founders, is the only company of its size to distribute its ready-to-wear collections in multi-channel – through stores, a catalogue and its website.

Before Actito, Damart used a complex tool, with limited support. The Damart teams opted to migrate to Actito as part of their effort to improve segmentation, personalization and flexibility.

Damart’s main challenges were customer loyalty and customer retention. The Damart teams took advantage of the first lockdown to review their set-up (integration with the information system, platform parameters and configuration, analysis and definition of the data model, customer lifecycle map…) and ensure that the platform would be up and running by the end of the lockdown.

They started by reviewing their entire segmentation to achieve a 360° customer view and build an engaging omnichannel customer experience (shop, e-commerce site, distance selling, telephone). Subsequently, the Damart teams put in place a series of triggers (welcome, thank you 1st order, birthday, shopping cart abandonment…), together with their CSM, to take advantage of all these opportunities to engage with customers and increase loyalty.

All these triggers enabled Damart to achieve the following results: 

• Open rate: 24% 

• Click rate: 4% 

• Response rate: 18% 

• +113% increase in website traffic (vs. N-1) 

• +76% increase in orders

• +65% increase in net demand 

The Damart teams still have plenty of work in the pipeline including: 

• The creation of scenarios to reactivate inactive customers 

• Product recommendation based on the purchasing behavior of similar profiles, complementary products,... 

• Increased personalization based on browsing history using Actito’s Goals module

• Data enrichment for more personalized messaging using Actito’s Forms module