Scorett is one of the biggest shoe chains in Sweden with over 95 stores and ecommerce since 2011. They’ve always been focused on customer service, but to grow, the goal was to create a seamless experience between the physical stores and ecommerce, thereby getting more ominichannel customers. With a growing presence in the digital world, Scorett needed an ambitious CRM system that could move them into the future.
One of Scorett’s biggest challenges was unorganized customer data that needed to be managed manually. Their membership club is made up of members from three different stores, Scorett, Håkanssons, Wallenbergs and Sneakers Corner. Members’ data had to be kept separate and was a hassle to manage.
It was also time to get more personal with their customers to create a shopping experience online that matched what customers experience in the physical stores. Without Voyado, Scorett hadn’t been able to target their communication much more than men vs women’s shoes. They also needed a way to automatically send communication to new members, for birthdays, abandoned carts and more. Additionally, Scorett didn’t have a digital option for promotions and only sent out physical vouchers in the mail for customers to redeem in their stores. The last challange was to find a better way to follow up on KPIs and analyze marketing and sales.
Annelie Silverby, CRM Manager at Scorett Footwear
In Voyado, Scorett were able to quickly import their customer data from all parts of the membership club and organize it accordingly in the platform. With all data in one place, Scorett can create segments based on age, gender, preferred store and more.
Communication is now more targeted and personal than ever before. Customers receive emails with product recommendations based on their demographics and past purchases. Automations have also been set up in Voyado to automatically send emails or SMS when a customer registers, has a birthday or when they’ve made purchase and might appreciate tips on how to take of them. Promotions are now all managed in Voyado as well, vouchers can be sent out and used digitally and Scorret can track who uses their vouchers and send reminders to those who have not.
With all their data in one place, the marketing team at Scorett can now easily analyze the statistics on their communication to see what’s worked and what needs improvement. They also have frequent meetings with the purchasing department where they check Voyado to see which items have sold the best, which gets more clicks on their emails and more.
Scorett now have the tool to get to know their customers on a deeper level and have achieved incredible results. Customer data is now organized, sorted into segments, communication is personalized and results are tracked – all in one platform.
With the introduction of Voyado and a new ecommerce platform, Scorett have increased their omnichannel customers and thereby their sales.
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