DXL expands customer personalization capability
The nation’s largest men’s big and tall specialty retailer is consolidating its customer marketing workflows onto a single platform.
Destination XL Group Inc. (DXL) is building on an existing partnership with Bluecore to combine disparate marketing capabilities including identification, customer data management, audience building and segmentation, campaign management and media integration.
Leveraging the Bluecore platform, DXL now has a single platform to manage and predict customer behaviors and test marketing initiatives against customer-specific metrics such as first-time buyer conversion rate, average order value (AOV) and purchase frequency.
DXL will seamlessly connect shoppers’ online and offline experiences in an effort to increase shopper and customer identification, drive first-time and repeat conversion and reactivate lapsed buyers.
"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 behaviors," said Jim Reath, chief marketing officer at DXL. "Our digital marketing through Bluecore is bringing our offline and online channels together to create a seamless personalized shopper experience in partnership with our digital and technology teams."
Working with Bluecore, the retailer will be able to identify anonymous shoppers and known customers who are not logged into the brand's website and respond to shopper and customer signals through automated, personalized messaging on its site, app, in-store and other touchpoints.
The AI-based retail technology platform will also enable DXL to create specific activations at the product SKU level, clothing size and other product data attributes.
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"DXL is highly attuned to its customers' shopping needs and has long led a customer-first strategy, understanding that focusing on customers, rather than channels, which is what will ultimately drive growth," said Jason Grunberg, chief marketing officer at Bluecore. "By bringing together the capabilities of multiple marketing technologies onto Bluecore, DXL can accelerate revenue generation while protecting margin without over delivering communications to customers."
Headquartered in Canton, Mass., DXL operates nearly 300 DXL Big + Tall retail and outlet stores and Casual Male XL retail and outlet stores across the United States, as well as its e-commerce website and mobile app. In December 2024, DXL received a non-binding proposal from Fund 1 Investments to be taken private at the price of $3 a share.
